Purpose: the study develops a conceptual framework focusing on critical issues during the servitization of manufacturing, drawn from three research streams (namely organizational, procedural, relational) and illustrates how the critical aspects affect each other through an in-depth observation of the phenomenon.

Design/methodology/approach: based on a literature review, the study develops a conceptual framework of six propositions corresponding to central critical aspects when manufacturing firms expand their offering with new services. The conceptual framework is examined empirically by a single case study at ABB Robotics focusing on the development of a Remote Service Assistance.

Findings: the conceptual framework and the propositions find wide support from the empirical ground. However, the in-depth study reveals several contextual factors (exogenous as well as endogenous) that act as moderators and deviators in a hypothetical linear process toward servitization.

Research implications: the research provides an original conceptual framework and six propositions that contribute to the literature on servitization. Furthermore, the interdisciplinary character of the study contributes to the interplay of the different research communities.

Practical implications: the conceptual framework and the propositions provide guidance of the servitization in practice, including several criticalities especially in terms of operational management.

Originality/value: the study provides an original holistic picture of servitization that leads to deeper understanding of servitization in theory and practice.