Enhancing servitization by international consumer integration: the influence of open innovation and co-creation

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-10-25 DOI:10.1108/imr-12-2021-0361

Allam K. Abu Farha, O. Al-kwifi, Georgia Sakka, P. Nguyen, Z. Ahmed

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引用次数: 4

Abstract

PurposeResearch demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various challenges. This study proposes a new model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets.Design/methodology/approachAn online survey was used to collect the data from 150 manufacturing firms. The data were analyzed using the partial least squares (PLS) approach.FindingsThe results indicate that open innovation positively affects servitization strategy. Moreover, consumer co-creation moderates the impacts of servitization on firm performance.Practical implicationsThis study confirms the significant role of open innovation and consumer integration in the servitization process, establishing that managers should effectively integrate different stakeholders from the service design stage (through open innovation) to the service delivery stage (through co-creation).Originality/valueThe paper's results prominently advance the present body of servitization literature by showing how the implementation of open innovation improves the servitization process, an issue that has been ignored in previous studies. Moreover, it seeks to resolve the inconsistent results on servitization's effect on performance by indicating the role of consumer co-creation in the servitization–performance link.

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国际消费一体化提升服务化:开放创新与共同创造的影响

研究表明，服务化可以为企业带来竞争优势;然而，由于各种挑战，许多企业无法实现其目标价值。本研究提出了一种新的模式，即在面向国际市场的定制服务开发过程中，利用开放式创新和共同创造来获取消费者知识。设计/方法/方法采用在线调查的方式从150家制造企业收集数据。数据分析采用偏最小二乘(PLS)方法。结果表明，开放式创新对服务化战略具有正向影响。此外，消费者共同创造调节服务化对企业绩效的影响。实践启示本研究证实了开放式创新和消费者整合在服务化过程中的重要作用，确立了管理者应从服务设计阶段(通过开放式创新)到服务交付阶段(通过共同创造)有效整合不同利益相关者。本文的研究结果通过展示开放式创新的实施如何改善服务化过程，显著地推进了现有的服务化文献，这是一个在以前的研究中被忽视的问题。此外，它试图通过指出消费者共同创造在服务化-绩效联系中的作用来解决服务化对绩效影响的不一致结果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.