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AuthorAbu Farha, Allam K.
AuthorAl-Kwifi, Osama Sam
AuthorSakka, Georgia
AuthorNguyen, Phuong V.
AuthorAhmed, Zafar U.
Available date2024-01-22T09:52:30Z
Publication Date2023-12-04
Publication NameInternational Marketing Review
Identifierhttp://dx.doi.org/10.1108/IMR-12-2021-0361
CitationFarha, A. K. A., Al-Kwifi, O. S., Sakka, G., Nguyen, P. V., & Ahmed, Z. U. (2022). Enhancing servitization by international consumer integration: the influence of open innovation and co-creation. International Marketing Review, (ahead-of-print).‏
ISSN02651335
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85140368188&origin=inward
URIhttp://hdl.handle.net/10576/51067
AbstractPurpose: Research demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various challenges. This study proposes a new model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets. Design/methodology/approach: An online survey was used to collect the data from 150 manufacturing firms. The data were analyzed using the partial least squares (PLS) approach. Findings: The results indicate that open innovation positively affects servitization strategy. Moreover, consumer co-creation moderates the impacts of servitization on firm performance. Practical implications: This study confirms the significant role of open innovation and consumer integration in the servitization process, establishing that managers should effectively integrate different stakeholders from the service design stage (through open innovation) to the service delivery stage (through co-creation). Originality/value: The paper's results prominently advance the present body of servitization literature by showing how the implementation of open innovation improves the servitization process, an issue that has been ignored in previous studies. Moreover, it seeks to resolve the inconsistent results on servitization's effect on performance by indicating the role of consumer co-creation in the servitization–performance link.
Languageen
PublisherEmerald Publishing
SubjectCo-creation
Open innovation
Servitization
TitleEnhancing servitization by international consumer integration: the influence of open innovation and co-creation
TypeArticle
Issue Number4
Volume Number40
dc.accessType Abstract Only


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