The following research focuses on identifying associations between market scope, i.e., industrial boundary conditions, and market strategies, i.e., scalable, and relational business models. For this purpose, we seek to understand the different optimal strategies in servitization, depending on the nature of the final consumer: another business (B2B) or a household (B2C). Using primary data collected from 166 Spanish manufacturing firms, results depict that scalable servitization is superior in B2C markets, whereas relational servitization is superior in B2B markets.
|Title of host publication||International Conference on Business Servitization|
|Subtitle of host publication||Servitization as a springboard for enhancing Sustainable manufacturing|
|Number of pages||3|
|Publication status||Accepted/In press - 9 Sep 2022|