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Abstract Business model and cultural barriers have an important role in the relationship between manufacturing servitization and enterprise performance. But there is a lack of empirical analysis on the path and mechanism of the influence on the relationship. This paper introduce business model(BM) and cultural barriers(CB) as mediator and moderator variables to built a theoretical model which combine servitization strategy，BM, CB, and performance，and analyzes their influence on the relationship between servitization and performance. Data comes from a sample of 157 firms in Henan, Shanghai and Zhejiang Province. Results from variance-based SEM and the PROCESS tool show that BM fully mediates the influence of servitization on performance, and CB negatively conditions this indirect effect.
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