ICT as a catalyst for service business orientation

Christian Kowalkowski, Daniel Kindström, Heiko Gebauer

Research output: Contribution to journalArticleScientificpeer-review

57 Citations (Scopus)

Abstract

Purpose – Information and communication technology (ICT) is a key enabler for new product- and process-oriented services. The article investigates how ICT can enable service differentiation and in doing so act as a catalyst for a service business orientation.
Design/methodology/approach – A qualitative, multi-case research design with eight multinational goods manufacturers.
Findings –Two distinct types of service-oriented differentiation are identified; services in support of the product (SSP), and services in support of the client’s actions (SSC). The study finds that SSC have the largest positive impact on firms’ service business orientation.
Research limitations/implications – Western firms in a limited sample of industries are studied. Furthermore, the service business orientation construct does not include any measurements of service profitability or impact on overall competitive advantage.
Practical implications – To various extend, successful firms are likely to pursue both SSP and SSC differentiation traits through ICT. The two options are interdependent and the framework presented helps managers to understand both key specificities and their interrelatedness.
Originality/value – The study contributes to theory on service strategies by specifically focusing on the enabling role of ICT for new services and its effects on each of the three dimensions of the service business orientation construct.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business & Industrial Marketing
Volume28
Issue number6
Pages (from-to)506-513
Number of pages8
ISSN0885-8624
DOIs
Publication statusPublished - 2013
MoE publication typeA1 Journal article - refereed

Keywords

  • KOTA2013
  • Equis Base Room

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