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Servitization and firm performance

Ruizalba, J.; Soares, A.; Rodriguez-Molina, M.; Gounaris, S.


J. Ruizalba

M. Rodriguez-Molina

S. Gounaris


This paper explores the implementation of servitization from the viewpoint of servitized firms in the Spanish pharmaceutical industry. A quantitative research strategy was used to investigate the: (1) servitization motives (quest for profitability, competitive advantage and loyalty), (2) services levels (base, intermediate and advanced), (3) effects on servitization consequences and (4) performance. Data analysis included 219 valid questionnaires treated with EFA and CFA. Main findings indicated that: (a) advanced services were implemented to foster loyalty, profitability and competitive advantage, showing a significant and positive effect on servitization consequences and an indirect effect on performance; (b) intermediate services were used for loyalty and profitability, showing no relationship with servitization consequences and a direct impact on performance; (c) Base services were selected to develop profitability, but harvested no improvements in consequences or performance.


Ruizalba, J., Soares, A., Rodriguez-Molina, M., & Gounaris, S. (2017, May). Servitization and firm performance. Poster presented at European Marketing Academy (EMAC) 2017

Presentation Conference Type Poster
Conference Name European Marketing Academy (EMAC) 2017
Start Date May 23, 2017
End Date May 26, 2017
Acceptance Date Mar 2, 2017
Peer Reviewed Peer Reviewed
Keywords servitization, performance, pharmaceutical industry
Additional Information Title of Conference or Conference Proceedings : European Marketing Academy (EMAC) 2017 (Poster Session)


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