Exploring the Influence of Hybrid Product-Service Offerings on Firm Internationalization Strategies: An International Perspective

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

Research output: Contribution to journalArticlepeer-review

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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.
Original languageEnglish
JournalInternational Marketing Review
Issue number4
Publication statusPublished - 4 Dec 2023


  • Hybrid offering
  • exports
  • international strategies
  • digitization
  • ecosystem
  • co-creation


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