The Fit between Servitization Strategy and Maintenance Business Model Innovation in Manufacturers: Based on Multi-Case Study

Abstract

Abstract:

Maintenance service has become an important business form for manufacturers to create value for customers and gain competitive advantage. "Service paradox" caused by value creation of maintenance services can hardly be explained from the perspective of traditional "strategy-organizational structure" fitting. This paper studies the important issue of how to effectively fit servitizaton strategy with maintenance business model innovation from the perspective of "strategy-transaction structure" fitting. Through the exploratory multi-case study, three types of servitization strategies of manufacturing enterprises in China are identified according to the embedding degree in customer operation process, the influences of servitizaton strategy and fitting with maintenance business model innovation on enterprise performance are explored. Nine propositions are put forward, and theoretical framework of "servitizaton strategy-maintenance business model innovation-enterprise performance" is constructed. The results show:(1) Supporting product maintenance-, supporting customer maintenance- and taking over customer maintenance-servitization strategies have differences in the impact on the market and financial performance; (2) The fitting between servitization strategy and maintenance business model innovation has a significant impact on enterprises performance. Fitting relationship between the two corresponds to enhanced or weakened interaction to the enterprise performance respectively. The theoretical contribution of this paper is to reveal the fitting relationship between servitization strategy and maintenance business model innovation from the business level, and provide a new insight for manufacturers to avoid "service paradox".

Key words: servitization strategy, maintenance business model innovation, enterprise performance, fit

Zhang Ruijun, Chen Juhong, Wu Di. The Fit between Servitization Strategy and Maintenance Business Model Innovation in Manufacturers: Based on Multi-Case Study[J]. , 2020, 32(2): 308-326.

References

[1] Rabetino R., Harmsen W., Kohtamäki M., et al. Structuring Servitization-Related Research[J]. International Journal of Operations & Production Management, 2018,38(2):350-371
[2] Vandermerwe S., Rada J. Servitization of Business:Adding Value by Adding Services[J]. European Management Journal, 1988,6(4):314-324
[3] Gebauer H. Identifying Service Strategies in Product Manufacturing Companies by Exploring Environment-Strategy Configurations[J]. Industrial Marketing Management, 2008,37(3):278-291
[4] White A. L., Stoughton M., Feng L. Servicizing:The Quiet Transition to Extended Product Responsibility[R]. Tellus Institute, 1999
[5] Mathieu V. Product Services:From a Service Supporting the Product to a Service Supporting the Client[J]. Journal of Business & Industrial Marketing, 2001,16(1):39-61
[6] Kowalkowski C., Gebauer H., Oliva R. Service Growth in Product Firms:Past, Present and Future[J]. Industrial Marketing Management, 2017,60(1):82-88
[7] Benedettini O., Swink M., Neely A. Examining the Influence of Service Additions on Manufacturing Firms' Bankruptcy Likelihood[J]. Industrial Marketing Management, 2017,60(1):112-125
[8] Gebauer H., Edvardsson B., Gustafsson A., et al. Match or Mismatch:Strategy-Structure Configurations in the Service Business of Manufacturing Companies[J]. Journal of Service Research, 2010,13(2):198-215
[9] 简兆权,刘晓彦. 互联网环境下服务战略与组织结构的匹配——基于制造业的多案例研究[J]. 管理案例研究与评论, 2017,10(5):449-466
[10] 陈菊红,王绒,马安妮,等. 制造企业服务化战略与组织要素的匹配关系研究[J]. 管理评论, 2017,29(10):168-179
[11] 赵振. "互联网+"跨界经营:创造性破坏视角[J]. 中国工业经济, 2015,(10):146-160
[12] Zott C., Amit R. The Fit Between Product Market Strategy and Business Model:Implications for Firm Performance[J]. Strategic Management Journal, 2008,29(1):1-26
[13] Cortimiglia M. N., Ghezzi A., Frank A. G. Business Model Innovation and Strategy Making Nexus:Evidence from a Cross-Industry Mixed-Methods Study[J]. R&D Management, 2016,46(3):414-432
[14] Leseure M., Martinez V., Bastl M., et al. Challenges in Transforming Manufacturing Organizations into Product-Service Providers[J]. Journal of Manufacturing Technology Management, 2010,21(4):449-469
[15] Visnjic I., Wiengarten F., Neely A. Only the Brave:Product Innovation, Service Business Model Innovation, and Their Impact on Performance[J]. Journal of Product Innovation Management, 2016,33(1):36-52
[16] Forkmann S., Ramos C., Henneberg S. C., et al. Understanding the Service Infusion Process as a Business Model Reconfiguration[J]. Industrial Marketing Management, 2017,60(1):151-166
[17] Parida A., Kumar U. Maintenance Performance Measurement (MPM):Issues and Challenges[J]. Journal of Quality in Maintenance Engineering, 2006,12(3):459-478
[18] Ben-Daya M., Kumar U., Murthy D. N. P. Introduction to Maintenance Engineering:Modelling, Optimization and Management[M]. New York:John Wiley & Sons, 2016
[19] Liyanage J. P., Kumar U. Towards a Value-Based View on Operations and Maintenance Performance Management[J]. Journal of Quality in Maintenance Engineering, 2013,9(4):333-350
[20] 罗兰贝格管理咨询公司. 预测性维护:工业数字化领域潜在爆发点[J]. 中国工业评论, 2017,(11):72-78
[21] Visnjic I., Neely A., Jovanovic M. The Path to Outcome Delivery:Interplay of Service Market Strategy and Open Business Models[J]. Technovation, 2018,72(4/5):46-59
[22] 张雅琪,李兆磊,陈菊红. 供应网络关系嵌入性视角下制造企业服务化战略对转型绩效的影响[J]. 科技进步与对策, 2017,34(24):95-101
[23] 江积海,沈艳. 制造服务化中价值主张创新会影响企业绩效吗?——基于创业板上市公司的实证研究[J]. 科学学研究, 2016,34(7):1103-1110
[24] Kastalli I. V., Van Looy B. Servitization:Disentangling the Impact of Service Business Model Innovation on Manufacturing Firm Performance[J]. Journal of Operations Management, 2013,31(4):169-180
[25] Sousa R., da Silveira G. J. C. Capability Antecedents and Performance Outcomes of Servitization:Differences Between Basic and Advanced Services[J]. International Journal of Operations & Production Management, 2017,37(4):444-467
[26] 肖挺. 制造企业服务化商业模式与产品创新投入的协同效应检验——"服务化悖论"的一种解释[J]. 管理评论, 2019,31(7):274-285
[27] Amit R., Zott C. Value Creation in E-Business[J]. Strategic Management Journal, 2001,22(6/7):493-520
[28] 刘正阳,王金鑫,乔晗,等. 商业模式对企业绩效的影响探究——基于新能源上市企业数据[J]. 管理评论, 2019,31(7):264-273
[29] Chesbrough H. Business Model Innovation:Opportunities and Barriers[J]. Long Range Planning, 2010,43(2-3):354-363
[30] Teece D. J. Business Models, Business Strategy and Innovation[J]. Long Range Planning, 2010,43(2-3):172-194
[31] Taran Y., Boer H., Lindgren P. A Business Model Innovation Typology[J]. Decision Sciences, 2015,46(2):301-331
[32] 庞长伟,李垣,段光. 整合能力与企业绩效:商业模式创新的中介作用[J]. 管理科学, 2015,28(5):31-41
[33] Pieroni M. P., McAloone T., Pigosso D. A. C. Business Model Innovation for Circular Economy and Sustainability:A Review of Approaches[J]. Journal of Cleaner Production, 2019,215(4):198-216
[34] Foss N. J., Saebi T. Fifteen Years of Research on Business Model Innovation:How Far Have We Come, and Where should We Go?[J]. Journal of Management, 2017,43(1):200-227
[35] Kujala S., Artto K., Aaltonen P., et al. Business Models in Project-Based Firms-Towards a Typology of Solution-Specific Business Models[J]. International Journal of Project Management, 2010,28(2):96-106
[36] Marco G., Marco M., Sergio T., et al. Investigating the Organizational Business Models of Maintenance When Adopting Self Diagnosing and Self Healing ICT Systems in Multi Site Contexts[J]. IFAC Proceedings Volumes, 2007,40(19):42-47
[37] Fernandez J. F. G., Fumagalli L., Macchi M., et al. A Score Card Approach to Investigate the IT in the Maintenance Business Models[C]. MITIP 2008, 2008
[38] Holgado M., Macchi M., Fumagalli L. Maintenance Business Model:A Concept for Driving Performance Improvement[J]. International Journal of Strategic Engineering Asset Management, 2015,2(2):159-176
[39] Elefante D., Fumagalli L., Garetti M., et al. A Road-Map to the Implementation of Advanced ICTs in Maintenance Organization[J]. IFAC Proceedings Volumes, 2008,41(3):263-268
[40] Fumagalli L., Garetti M., Macchi M. Investigating Business Models When Adopting New ICT Systems for Condition Based Maintenance:A Case Study Analysis[C]. Fifteenth International Working Seminar on Production Economics, 2008
[41] Kiritsis D., Bufardi A., Xirouchakis P. Research Issues on Product Lifecycle Management and Information Tracking Using Smart Embedded Systems[J]. Advanced Engineering Informatics, 2003,17(3/4):189-202
[42] Chen J., Zhang R., Wu D. Equipment Maintenance Business Model Innovation for Sustainable Competitive Advantage in the Digitalization Context:Connotation, Types, and Measuring[J]. Sustainability, 2018,10(11):1-20
[43] Pla-Barber J., Villar C., Botella A., et al. Why Has Caixa Ontinyent Survived? An Analysis of Its Business Model and Strategy[J]. Universia Business Review, 2017,54(2):18-69
[44] 姚明明,吴晓波,石涌江,等. 技术追赶视角下商业模式设计与技术创新战略的匹配——一个多案例研究[J]. 管理世界, 2014,(10):149-162
[45] Zhang W., Banerji S. Challenges of Servitization:A Systematic Literature Review[J]. Industrial Marketing Management, 2017,65(8):217-227
[46] Kindström D. Towards a Service-Based Business Model-Key Aspects for Future Competitive Advantage[J]. European Management Journal, 2010,28(6):479-490
[47] Witell L., Löfgren M. From Service for Free to Service for Fee:Business Model Innovation in Manufacturing Firms[J]. Journal of Service Management, 2013,24(5):520-533
[48] Demil B., Lecocq X., Ricart J. E., et al. Introduction to the SEJ Special Issue on Business Models:Business Models within the Domain of Strategic Entrepreneurship[J]. Strategic Entrepreneurship Journal, 2015,9(1):1-11
[49] Ahuja I. P. S., Khamba J. S. Assessment of Contributions of Successful TPM Initiatives towards Competitive Manufacturing[J]. Journal of Quality in Maintenance Engineering, 2008,14(4):356-374
[50] 毛基业,李晓燕. 理论在案例研究中的作用——中国企业管理案例论坛(2009)综述与范文分析[J]. 管理世界, 2010,(2):106-113
[51] 潘绵臻,毛基业. 再探案例研究的规范性问题——中国企业管理案例论坛(2008)综述与范文分析[J]. 管理世界, 2009,(2):92-100
[52] 江诗松,龚丽敏,魏江. 转型经济背景下后发企业的能力追赶:一个共演模型——以吉利集团为例[J]. 管理世界, 2011,(4):122-137
[53] Shumpeter J. A. The Theory of Economic Development:An Inquiry into Profits, Capital, Credit, Interest, and Business Cycle[M]. Cambridge:Harvard University Press, 1968
[54] Miller D. Configurations Revisited[J]. Strategic Management Journal, 1996,17(7):505-512
[55] Zott C., Amit R. Business Model Design and the Performance of Entrepreneurial Firms[J]. Organization Science, 2007,18(2):181-199
[56] 潘佳,刘益,郑凇月. 外部知识搜寻和企业绩效关系研究:以信息技术服务外包行业为例[J]. 管理评论, 2017,29(6):73-84
[57] 潘善琳,崔丽丽. SPS案例研究方法:流程、建模与范例[M]. 北京:北京大学出版社, 2016
[58] Cusumano M. A., Kahl S. J., Suarez F. F. Services, Industry Evolution and the Competitive Strategies of Product Firms[J]. Strategic Management Journal, 2015,36(4):559-575
[59] Gebauer H., Fleisch E. An Investigation of the Relationship between Behavioral Processes, Motivation, Investments in the Service Business and Service Revenue[J]. Industrial Marketing Management, 2007,36(3):337-348
[60] 徐金发,龚杨达,刘志刚. 企业声誉对顾客忠诚的作用机制研究[J]. 外国经济与管理, 2005,27(7):44-50
[61] Jaakkola E., Hakanen T. Value Co-creation in Solution Networks[J]. Industrial Marketing Management, 2013,42(1):47-58
[62] Knoke D. Networks of Political Action:Toward Theory Construction[J]. Social Forces, 1990,68(4):1041-1063