International Marketing Review: Volume 40 Issue 4

Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective

Yipeng Liu, Oscar F. Bustinza, Ferran Vendrell-Herrero, Cary Cooper, Demetris Vrontis

This paper aims to deepen the understanding of the interconnection between hybrid product–service offerings and firms' internationalization strategies, focusing on market entry…

Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

Arpita Agnihotri, Saurabh Bhattacharya, Natalia Yannopoulou, Alkis Thrassou

The article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental…

Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs

Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis

This study examines the significance of the hybrid offerings of servitization by manufacturing small and medium-sized enterprises (SMEs). This study also examines why and how…

Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets

Huda Khan, Ahmad Arslan, Lauri Haapanen, Peter Rodgers, Shlomo Yedidia Tarba

Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both…

Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets

Aoran Hong, Xia Li, Yonggui Wang, Mengting Shi

Export manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and…

Supply chains and ecosystems for servitization: a systematic review and future research agenda

Philip Davies, Yipeng Liu, Maggie Cooper, Yijun Xing

Recent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of…

International servitization of SMEs in emerging markets: antecedents and boundary conditions

Nadia Zahoor, Michael Christofi, Arinze Christian Nwoba

Product-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their…

The link between advanced servitization, global distribution channels and the longitudinal performance of sales in international markets

Waleed Shleha, Yancy Vaillant, Jonathan Calleja-Blanco

The research presented in this paper has been conducted to understand the impact of advanced-servitized-products on the longitudinal sales performance of manufacturing companies…

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

Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, Vijay Pereira, Kirti Sharma, Hussain Gulzar Rammal, Elisa Arrigo

This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP…

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

Allam K. Abu Farha, Osama Sam Al-Kwifi, Georgia Sakka, Phuong V. Nguyen, Zafar U. Ahmed

Research demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various challenges…

Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective

Domitilla Magni, Armando Papa, Veronica Scuotto, Manlio Del Giudice

A paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The research…