Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation
研究了客户参与、技术战略、企业国际化及服务化对混合产品创新绩效的影响，并发现数字化是重要驱动因素，共创在服务化与创新绩效间起调节作用。
Purpose This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above. Design/methodology/approach A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data. Findings Findings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings. Practical implications Besides theoretical contributions, this study presents valuable insights to manage service networks during servitization. Originality/value First, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.