نبذة مختصرة : The objective of this dissertation is to present a firm’s business model innovation (BMI) and organisational change during the servitization process. It mainly aims to produce new knowledge on BMI and the factors that influence the transformation process and organisational change during servitization in the automotive firm. A qualitative, multi- case research design was employed in this research. The data were obtained through secondary sources, including annual reports, press notes, media releases, websites, and auto magazines. A total of 103 public documents were obtained from various sources during the period 2016-2019. The thematic analysis technique was used to analyse the data
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