Service-oriented business models for agricultural machinery manufacturers: Looking forward to improving sustainability

In many sectors offering durable goods the extension of the service business is often seen as a possible key element in the current competitive context. Integration of services with an eye on sustainability issues is another aim that is considered for the servitization process, according to the so-called Product Service Systems. Product Service Systems are then taken as a reference for this paper, to investigate the applicability of service- and sustainability-oriented business models in the agricultural machinery sector. An extensive empirical analysis and the Osterwalder and Pigneur´s canvas are the research tools used for the analysis of the business models. The main output is a set of three business mode **l-types supporting companies in the sector to innovate the service offer in a sustainable way. Implementation guidelines have to be developed as the next step of the research.