Toward Servitized Research: An Integrated Approach for Sustainable Product-Service Innovation

Abstract

This article proposes to bring the sustainable product-service innovation (PSI) field into a next phase—after two phases of exploring why and how firms achieve sustainable PSI growth, we suggest to further focus on finding when they actually do so. Based on prior studies, we pinpoint and describe two main shortcomings in the current body of PSI literature: (1) an overemphasis on the firm level, and (2) an overuse of descriptive case studies. These shortcomings are used as stepping-stones for formulating a research approach that integrates Multiple Levels (namely, the firm, its environment, and its people), mixes different Methods (both qualitative and quantitative) and that turns researchers to Action (through advice and training). This MLMA approach offers ample new research opportunities and turns the servitization research community into a servitized community by leveraging academic insights to better support firms in improving their economic and environmental performance.

What can satisfy customers in servitization? Service or goods innovation

“…Previous literatures appear to contradict our results. From the perspective of responding to risk, previous literature proposed that servitization allows firms to be more flexible, and therefore, firms can use their flexibility abilities to create value when the environment is turbulent (Coreynen et al , 2021; Fang et al , 2008; Visnjic et al , 2019; Zhang et al , 2020). This study does not disprove this proposition but rather expresses concerns on environmental turbulence from the perspective of limited resources.…”

“…Second, empirical research results show that environmental turbulence negatively moderates the relationship between service innovation and customer satisfaction. Previous servitization scholars have argued from the dynamic perspective that the more unstable the environment, the greater the benefits of servitization (Coreynen et al , 2021; Fang et al , 2008; Visnjic et al , 2019; Zhang et al , 2020). This study brings the limited resources in the field of strategic management to servitization.…”