A framework for the relationship implications of additive manufacturing (3D printing) for industrial marketing: servitization, sustainability and customer empowerment

Abstract

Purpose The purpose of this paper is to present the relationship implications of additive manufacturing (AM), which has the ability to produce layer-by-layer three-dimensional complex products by adding material in comparison to traditional manufacturing processes which remove material – for industrial marketing. Design/methodology/approach After presenting the literature on customer relationships and digital technologies in business-to-business, the study uses a “zoom-out” and “zoom-in” perspective to review the extant literature on AM and then makes study propositions for industrial marketing. Findings Through the adoption of AM technologies, the study suggests that firms can improve their level of servitization through customized products, offer more sustainable value propositions and empower their customers through the sale of digital files, which can be considered as levers to strengthen relationships with customers. Research limitations/implications This paper makes several propositions regarding the relationship implications of AM for industrial marketing that further research should test. Practical implications This paper highlights the relational benefits that adopting AM may represent for companies. Originality/value While AM which is considered as an industrial revolution has generated a wide body of research in engineering and operations and technology management sciences, its impact on industrial marketing remains understudied.

When in Rome, do as the Romans do: can international marketing adaptation improve the association between servitization and profitability?

“…To reduce waste and manage scarce resources, servitization can help move from purely product-based experiences to more intangible ones. In addition, this transition has benefited from the development of new and advanced technologies (Coreynen et al , 2017; Sklyar et al , 2019), which enable the provision of services previously impossible, namely, digital services (Bustinza et al , 2017; Coreynen et al , 2020; Vendrell-Herrero et al , 2017) – to a new type of customer with greater social, environmental and societal concerns and needs to fulfill (Chaney et al , 2021; Opazo-Basáez et al , 2018). Finally, financial reasons are critical in that firms ultimately shift to servitization because they aspire to grow, to increase (or protect) revenues and profits and to survive in the business (Böhm et al , 2017; Crozet and Milet, 2017; Porter and Ketels, 2003; Neely, 2008).…”

Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information

“…Digitalisation is also a highlighted topic studied by this concept (Kohtam€ aki et al, 2020;Paschou et al, 2020). Recently, some scholars studied the relationship between servitisation, sustainability and customer satisfaction in B2Bs (Chaney et al, 2021). Recently, Davies et al (2022) also presented a systematic review and future agenda for the supply chain and logistic systems roles in servtisation (Davies et al, 2022).…”

“…Digitalisation is also a highlighted topic studied by this concept (Kohtamäki et al ., 2020; Paschou et al ., 2020). Recently, some scholars studied the relationship between servitisation, sustainability and customer satisfaction in B2Bs (Chaney et al ., 2021). Recently, Davies et al .…”

A systematic review for organizing servitization by multi-actor collaborations: lenses, factors and outcomes

“…It refers to a shift from selling products towards providing a hybrid offering by adding service components to the product (Feng et al , 2021). Manufacturers regard servitization as a critical strategy due to its financial (Queiroz et al , 2020), strategic (Chaney et al , 2021) and marketing (Gebauer et al , 2017) benefits. Built on the well-studied knowledge base for its definition and strategic significance, the organization process for servitization has attracted great attention, developing as a major literature stream.…”