Servitization strategies and co-creation

Ruizalba, J.; Soares, A.; Rodriguez-Molina, M.; Fr�as, D.

Abstract

Purpose:
This research aims at investigating the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry. Co-creation is expected to have an impact on the use of different levels of services, and also on the servitization consequences and on firm performance.
Design/methodology/approach:
A research framework was developed and empirically tested in the pharmaceutical sector. Data collection was conducted through the online distribution of questionnaires. The final sample included 219 pharmacy stores (servitized firms) and the data was analysed using structural equation modelling.
Findings:
Main findings suggest no significant effects for the impact of base services on performance and servitization consequences for both high and low degrees of co-creation. The moderating effect of co-creation is illustrated when it comes to intermediate and advanced services, but results referring to the impact of intermediate services on performance appear non-significant with low degree of co-creation. Moreover, advanced services impact on performance through the mediating effect of servitization consequences when the degree of co-creation is high.
Originality/value:
This paper contributes towards the conceptualization of the servitization research strategy and business models, looking into the moderating effect of co-creation on the impact of the different levels of services on servitization consequences and performance.

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: 2016 Spring Servitization Conference (SSC2016)
• Start Date: May 16, 2016
• End Date: May 17, 2016
• Acceptance Date: May 16, 2016
• Publication Date: May 16, 2016
• Deposit Date: Mar 18, 2019
• Peer Reviewed: Peer Reviewed
• Keywords: servitization, co-creation, business model, performance
• Public URL: https://uwe-repository.worktribe.com/output/911963
• Publisher URL: https://www.advancedservicesgroup.co.uk/ssc
• Additional Information: Additional Information : BEST PAPER AWARD; Title of Conference or Conference Proceedings : 2016 Spring Servitization Conference (SSC2016)
• Contract Date: Apr 2, 2019