Facilitating Servitization in Manufacturing Firms: The Influence of Strategic Orientation

Yu Zhang, Yajuan Wang and Yao Li
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Yu Zhang: Business School, Hohai University, Nanjing 211100, China
Yajuan Wang: International Business School, Shaanxi Normal University, Xi’an 710119, China
Yao Li: School of Management, Tianjin University of Technology, Tianjin 300382, China

Sustainability, 2021, vol. 13, issue 24, 1-20

Abstract: Servitization has significant implications for the sustainable development of manufacturing, the economy, and the environment. However, it does not always produce returns as the firms expect, which may discourage them from engaging in this transition. In this study, we examine the facilitating effects of two dimensions of strategic orientation (i.e., technology and market orientation) on two types of servitization (i.e., basic and advanced service provision), and further investigate the performance impacts of these servitization types contingent on firm size. By conducting an empirical study, using survey data comprising 210 samples, we confirm that both technology and market orientation are positively related to basic and advanced service provision. Moreover, while they have equal effects on basic services, market orientation is more important than technology orientation for providing advanced services. We also find that, for basic services, these two strategic orientations function independently, whereas they reinforce each other in the provision of advanced services. Finally, the relationship between servitization and firm performance is contingent on the size of the firm. Our results show that small firms can benefit from providing basic services, rather than advanced services, while only advanced services can improve the performance of large firms further.

Keywords: servitization; strategic orientation; firm performance; firm size (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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