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 eleven published papers in the current issue.
Findings: We propose a value-chain synergetic approach that ensures the international competitiveness of hybrid offerings. Our 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. Our analysis demonstrates how these synergistic value chain themes interrelate to empower hybrid offerings in the export market.
Research Implications/Limitations: While the conceptual development presented in
this paper is not exhaustive, our model highlights important research avenues in the internationalization of product-service hybrid offerings that need exploration.
Originality: Our 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.
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.
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 eleven published papers in the current issue.
Findings: We propose a value-chain synergetic approach that ensures the international competitiveness of hybrid offerings. Our 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. Our analysis demonstrates how these synergistic value chain themes interrelate to empower hybrid offerings in the export market.
Research Implications/Limitations: While the conceptual development presented in
this paper is not exhaustive, our model highlights important research avenues in the internationalization of product-service hybrid offerings that need exploration.
Originality: Our 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.
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.
| Original language | English |
|---|---|
| Journal | International Marketing Review |
| Volume | 40 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 4 Dec 2023 |
Keywords
- Hybrid offering
- exports
- international strategies
- digitization
- ecosystem
- co-creation