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Servitization and differentiation advantage: an empirical investigation
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Resumo(s)
This study theoretically articulates and empirically tests a model of the role played by advanced services (ADS) in supporting a business strategy based on product and service differentiation, taking into consideration the complexity of the business environment. Based on survey data from 931 manufacturers, we find that: i) environmental complexity has a positive impact on strategic focus on product and service differentiation; ii) strategic focus on product and service differentiation, but not environmental complexity, have a positive impact on ADS; iii) ADS have a positive impact on service differentiation advantage, but not product differentiation advantage.
Descrição
Palavras-chave
Advanced services Competitive advantage Servitization