Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2023-01-17 DOI:10.1108/imr-11-2021-0325

Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, V. Pereira, K. Sharma, H. Rammal, E. Arrigo

{"title":"Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation","authors":"Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, V. Pereira, K. Sharma, H. Rammal, E. Arrigo","doi":"10.1108/imr-11-2021-0325","DOIUrl":null,"url":null,"abstract":"PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":" ","pages":""},"PeriodicalIF":4.8000,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Marketing Review","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/imr-11-2021-0325","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 3

Abstract

PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.

查看原文本刊更多论文

混合产品中的客户参与和服务化:数字化和共同创造的调节作用

目的本研究考察了客户参与（CI）、技术战略、企业国际化和服务化对混合产品和服务创新绩效（SIP）的影响。此外，研究了数字化与共创在上述关系中的调节作用。设计/方法论/方法通过服务主导（S-D）逻辑理论的视角建立了研究框架，并对提出的研究假设进行了实证检验。通过调查方法收集原始数据，并使用结构方程模型对数据进行分析。研究结果表明，S-D逻辑理论有效地解释了混合产品中的CI和服务化。此外，数字化是SIP的关键驱动因素。此外，本文还发现，共同创造在混合产品的服务化和创新绩效之间起着调节作用。实践意义除了理论贡献外，本研究还为服务化过程中的服务网络管理提供了宝贵的见解。原创性/价值首先，本文提出了混合产品驱动因素（即CI、企业国际化、技术战略和服务化）及其对产品和SIP的影响的综合框架。其次，它测试了在混合产品的背景下数字化和共同创造的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

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.