International servitization: theoretical roots, research gaps, and implications

Bıçakcıoğlu-Peynirci, Nilay and Morgan, Robert ORCID: https://orcid.org/0000-0001-8981-3144 2023. International servitization: theoretical roots, research gaps, and implications. International Marketing Review 10.1108/IMR-07-2020-0140

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Abstract

Purpose: While the servitization concept has gained increasing attention in the domestic marketing literature, there is more limited knowledge with respect to its implications within the international context. The purpose of this paper is to examine the servitization concept in the international context considering its boundary conditions and its effects on firm performance. Relying on the resource-based view and the boundary conditions function, we aim to identify a set of research gaps focusing on how strategic resource decisions (i.e., slack resources and digital marketing capabilities) help industrial firms to provide different types of service offerings (i.e., services in support of product (SSPs) and services in support of client’s actions (SSCs)) that leverage their performance in international markets. Design/methodology/approach: We illustrate international servitization strategies and the boundaries of servitization activities that firms employ through a series of case vignettes. We derive a conceptual framework, serving as a guideline for future research endeavors. Findings: We indicate the importance of servitization strategies in international markets and identify eight research gaps, which help to build an agenda for future research. Key differences between international servitization strategies and strategic resource decisions are addressed through illustrative case vignettes from different industries. Practical implications: The insights from this work inform marketing executives about how international servitization strategies are influential in the context of overseas markets by characterizing the servitization concept and elaborating upon the specific resources and capabilities that underpin its execution in foreign markets. Originality/value: This conceptual paper provides a comprehensive understanding of international servitization strategies in overseas markets and identifies several research paths that contribute to the complex nature of servitization in the international context and help scholars spot gaps and research questions worthy of investigation.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Publisher:	Emerald
ISSN:	0265-1335
Date of First Compliant Deposit:	14 March 2023
Date of Acceptance:	21 February 2023
Last Modified:	12 Nov 2024 06:00
URI:	https://orca.cardiff.ac.uk/id/eprint/157651

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