Forming Successful Business-to-Business Services in Goods-Dominant Firms
研究了商品主导型企业在增加服务时需考虑的因素，通过四个财富500强案例，揭示了成功发展B2B服务需将战略与复杂市场对齐，并调整组织因素。
Extant literature is almost unanimous in suggesting that managers in goods-dominant firms should integrate services into their core market offers. Furthermore, in actual practice, numerous firms are striving with mixed results to become “solutions providers” by adding services to their portfolio of tangible goods. The literature does not, however, describe what factors to consider when adding services and how the factors should be designed to enhance organizational performance. The purpose of this study was to isolate and characterize factors that enable the formation of successful business-to-business (B2B) services in goods-dominant firms. Using a multicase research design, this study highlights four substantive cases of Fortune 500 firms in which B2B service development was a process of aligning strategy with a highly complex market. The study then illustrates how firms that demonstrate a record of successful B2B service development adapt several factors of organization to align with the newly formed strategy.