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Servitizing firms are increasingly pressured by internal, political and market forces to adopt a parallel green strategy in the hopes of optimizing their competitive response to evolving market demands. But servitization and greening potentially represent divergent shifts in companies' operations and product/service offerings. This study aims to determine whether firms should implement a green investment strategy when already pursuing a complex strategic path of servitization. The study uses the non-parametric ‘benefit-of-the-doubt’ method to compare the competitive efficiency of firms implementing servitized versus non-servitized strategies, and between firms with and without green investment strategies. The study finds that firms pursuing both servitization and a green strategy had higher levels of competitive efficiency compared to those pursuing only one strategy or none at all. The results suggest that the …