At stage 4 of service innovation, the highest end of innovation maturity, firms integrate the services dimension as part of their total offer. Known as servitization, this involves the provision of a bundle of goods-service solutions over the life cycle of their customers, 'from cradle to grave'.

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At stage 4 of service innovation, firms indeed reach a level of innovation maturity where they integrate services as part of their total offer, a process known as servitization. This involves providing a comprehensive bundle of goods and services that cater to the entire lifecycle of their customers, effectively from 'cradle to grave', ensuring a holistic solution that combines both product and service elements.

At Stage 4 of Service Innovation, the Highest End of Innovation