What drives product-service integration? An abductive study of decisionmakers’ motives and value strategies

W Coreynen, J Vanderstraeten, A van Witteloostuijn, N Cannaerts, Ellen Loots, H Slabbinck

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17 Citations (Scopus)
33 Downloads (Pure)


Many firms struggle to successfully translate corporate strategy into value-added solutions for customers by integrating products and services. A particular hurdle is the intrinsic motivation of the people in charge. This study contributes to the microfoundations of servitization literature by exploring what motives and strategies drive decision-makers to pursue product-service integration (PSI). Given the fragmented state of the literature, we follow an abductive approach. First, applying a behavioral strategy lens, we identify the theoretical building blocks to construct a conceptual framework. Next, we collect data of 178 small, Belgian firms to perform an exploratory quantitative analysis. Finally, we develop theory based on the results. Specifically, we find that the need for achievement and affiliation are both directly and positively associated with PSI. Also, achievement driven people are likely to pursue PSI, originating from a product leadership position. Finally, the power motive is positively associated with operational excellence, but not with PSI.
Original languageEnglish
Pages (from-to)189-200
Number of pages12
JournalJournal of Business Research
Publication statusPublished - 2020

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  • European Academy of Management

    Ellen Loots (Organiser), Johanna Vanderstraeten (Organiser), Arjen van Witteloostuijn (Organiser), Nele Cannaerts (Organiser) & Wim Coreynen (Organiser)

    20 Jun 201823 Jun 2018

    Activity: Participating in or organising an eventOrganising and contributing to an eventAcademic

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