As product markets mature, firms are increasingly offering industrial services, in order to differentiate themselves and remain competitive. The general strategic view emerging from the services literature is that service infusion in manufacturing industries takes a somewhat unidirectional path...

Purpose – The article aims to investigate how product manufacturing firms can configure their global service approach. Design/methodology/approach – A qualitative, multi‐case research design was employed. Findings – The following four global service approaches could be identified:...