Servitization and firm performance

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

Abstract

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.

Citation

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)