Seminar by Prof. Ivanka Visnjic, ESADE

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Event details

Date 21.11.2018
Hour 12:0013:30
Speaker Prof. Ivanka Visnjic, ESADE
Location
Category Conferences - Seminars
"Which Service? How Industry Conditions Shape Firms’ Service Type Choices"

Résumé:
This paper studies the role of industry conditions as determinants of manufacturing and software firms’ decisions to offer services. We draw on the competence perspective on industry evolution and servitization to theorize and provide empirical evidence on how industry conditions affect firms’ choice to offer two distinct types of services – product-oriented services and customer-oriented services. We argue that firms are likely to offer product-oriented services in Schumpeterian industry environments to address high technological uncertainty by leveraging and reinforcing capabilities in the existing technology. In contrast, firms are likely to offer customer-oriented services in non-Schumpeterian industry environments to address value generation uncertainty by building competences in new technological or market areas. Analyzing longitudinal data on 410 public firms from manufacturing industries and the software industry, we find empirical evidence that firms are indeed more likely to offer product-oriented services in Schumpeterian industry environments, such as in the early stage of the industry life cycle and under conditions of high R&D intensity and competition, whereas they are more likely to offer customer-oriented services in non-Schumpeterian environments, such as in the later stages of the industry life cycle and in highly cyclical industries.