Sousa, RuiSilveira, Giovani da2025-08-052025-08-052019-01-01722cb8fc-2dc3-430d-87f2-68a624845bc1http://hdl.handle.net/10400.14/54179This 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.engAdvanced servicesCompetitive advantageServitizationconference paper not in proceedings