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

Abstract

Purpose

This paper aims to deepen the understanding of the interconnection between hybrid product–service offerings and firms' internationalization strategies, focusing on market entry, export performance and subsidiary strategy development.

Design/methodology/approach

The approach involves reviewing and summarizing the existing body of research in the area. This is complemented by the analysis of the 10 published papers in the current issue.

Findings

The authors proposed a value-chain synergetic approach that ensures the international competitiveness of hybrid offerings. The authors’ conceptual framework encompasses four themes: (i) internal factors encompassing capabilities and governance, (ii) supply-side factors related to ecosystem formation, (iii) demand-side factors encompassing customization and co-creation and (iv) enhancing factors such as assets digitization. The authors’ analysis demonstrates how these synergistic value chain themes interrelate to empower hybrid offerings in the export market.

Research limitations/implications

While the conceptual development presented in this paper is not exhaustive, the model highlights important research avenues in the internationalization of product–service hybrid offerings that need exploration.

Practical implications

The proposed framework hold practical implications for firms aiming to enhance their competitiveness in the export market through the integration of hybrid product–service offerings.

Originality/value

The authors’ framework bridges the gap in international marketing literature by focusing on the interplay between hybrid product–service offerings and internationalization strategies, providing valuable insights into the factors driving servitization-led innovations in foreign markets.

Citation

Liu, Y., Bustinza, O.F., Vendrell-Herrero, F., Cooper, C. and Vrontis, D. (2023), "Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective", International Marketing Review, Vol. 40 No. 4, pp. 549-560. https://doi.org/10.1108/IMR-10-2023-0288