NATASYA NURKHALITA; LUKMANUL HAKIM; TIBRANI. THE SERVITIZATION PARADOX: MARKETING’S ROLE IN THE TRANSITION FROM PRODUCT-CENTRIC TO SOLUTION-CENTRIC BUSINESS MODELS. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), [S. l.], v. 5, n. 6, p. 2871–2880, 2026. Disponível em: https://ijset.org/index.php/ijset/article/view/1852. Acesso em: 2 may. 2026.