Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market
本研究通过调查巴基斯坦跨国企业CEO，识别出组织对服务的支持、服务导向的企业文化和管理层对服务的承诺是混合产品成功的关键条件，并考虑了数字化维度。
Purpose The purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs). Design/methodology/approach To capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs. Findings The findings indicate that organizational support for service plays a vital role in hybrid offerings. Specific paths, such as a service-oriented corporate culture and management commitment to service, are necessary conditions for successful hybrid offerings. Originality/value The study sheds new light on the causal relationship underlying hybrid offerings in Pakistan, one of the Next Eleven countries, which is among the fastest-developing economies. We identified various paths to the financial and non-financial success of hybrid offerings within the Pakistani manufacturing MNE sector, which, to the best of our knowledge, has been underexplored. Additionally, we considered the digitalization dimension, which integrates and strengthens previous configurational models.