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Purpose This paper aims to investigate the role of servitization intent in the servitization process, and specifically the role dissonance (at an organizational level) in servitization intent can play in creating barriers to the servitization effort. Servitization intent is defined as the desire to achieve a future state of increased servitization. Design/methodology/approach The research uses elite interviews and secondary data to explore servitization intent and its role during the servitization process. It examines the resistance to change resulting from a misalignment of the executive intent to servitize, and the organizational intent to retain the existing manufacturing business model. By encompassing data from companies representing a significant portion of the total industry (as measured by revenue), the study provides an industry level perspective of servitization intent and alignment. Findings Servitization intent and three key managerial challenges related to servitization intent that act as barriers to servitization were identified: lack of servitization intent, overcoming the manufacturing mindset associated with the organizational intent and the constraints resulting from managerial experience. Servitization intent and its associated managerial challenges were present at an industry level with consistent findings being shown across the major firms in the industry studied. A number of managerial strategies for overcoming these barriers were identified. Research limitations/implications The research focuses on a single industry; the findings, potentially, have application across a broad range of industries. Practical implications A key management implication from these findings is the need for a clear understanding of the organizational intent in relation to servitization in addition to the need to bring this organizational intent in alignment with the executives’ servitization intent. Originality/value This research makes a contribution by identifying the misalignment between servitization intent in different levels of the organization during the servitization process and the mechanisms that can improve alignment and help effect servitization.

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Because the marketing of high-technology products is a relatively new and challenging field, changes in consumer expectation are due. In the past,

Addressing sustainability of the food system requires balancing of health, environmental, social and economic aspects of food choices. While we have shown that it is possible to create a realistic diet that can achieve both dietary requirements for health and have a lower environmental impact in terms of reducing greenhouse gas emissions (GHGE) (1) , it is difficult to communicate to the public how to balance these concerns in everyday food choices. The aim of this study was to develop and test an educational tool, in the form of an interactive computer application (app), to show the combinations of food choices that can achieve healthy and environmentally sustainable diets. The app was developed by the Rowett Institute of Nutrition and Health in collaboration with the BBSRC Global Food Security programme (www.foodsecurity. ac.uk) and Searchpath application developers (www.searchpath.co.uk). We built the Livewell plate app on the basic principles of the Eatwell plate, which illustrates the proportions of five food groups that make up a healthy diet (2). The Livewell plate app (Fig. 1) incorporates the environmental impact of food choices (e.g. GHGE), using six food groups rather than the five group in the Eatwell plate; 'meat, fish, eggs beans' group is split into 'meat and fish' and 'eggs and beans' because of the higher GHGE associated with production of the former group. Users change the proportions of the food groups which alters the healthiness score and the GHGE score of the whole diet as shown on the two upper sliding scales; labelled 'healthy' and 'good for the environment'. A face in the centre of the plate provides feedback on the combination of the two scales (e.g. smiling face would show a healthy and low GHGE diet). At the end the user can get a medal (gold, silver, bronze) based on their food choices (Figure 2).