The purpose of this paper is to develop a framework of relevant factors that a company can use to evaluate its suitability for servitization. Semi-structured interviews were conducted with four Thai companies; literature concerning dynamic capability was reviewed to determine the most relevant factors for pursuing servitization. Four case studies were performed to generate a proposed framework. The Delphi method was subsequently applied to verify the decision framework. Finally, a survey of 264 manufacturing companies in Thailand was conducted. The servitization decision framework derived from this research is divided into two structures: servitization concerns and servitization readiness. The servitization decision-making framework facilitates upper management decision making.
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