The current surge of new digital technologies such as artificial intelligence, big data, blockchain, and internet of things have revitalized the interest in the effects of technological changes on organizations and individuals. Linked to this interest is also the potential for efficiency gains from automation, growth through scalability and connectivity in ecosystems offered by these technologies. Some researchers suggest that digitalization might play out differently contingent on the context in which the digitalization occurs. However, to date we have limited understanding of how the digital technologies are used and utilized and what effect they have in different knowledge domains. Consequently, there is a pressing need for more insights into the contingency factors associated with the digitalization in different industries. This paper focuses on servitization where digitization plays a crucial role in traditional manufacturing transformation from offering physical products to offering services. The transition from product- to service-oriented business models is very challenging because companies need to develop new services that are not yet in the marketplace. The utilization of digital technologies is of increasing interest as this type of manufacturing firms seek service-based strategies.