International servitization of SMEs in emerging markets: Antecedents and boundary conditions
Purpose – Product-service innovation (i.e., servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and examines the international human capital and international product-service innovation relationship. Specifically, we argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.
Design/method/approach – We test our conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.
Findings – Our results show that IIMC mediates the relationship between international human capital and international product-service innovation. We further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.
Originality – This study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.
History
School
- Loughborough Business School
Published in
International Marketing ReviewVolume
40Issue
4Pages
693-717Publisher
EmeraldVersion
- AM (Accepted Manuscript)
Rights holder
© Emerald Publishing LimitedPublisher statement
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.comAcceptance date
2022-09-29Publication date
2023-03-14Copyright date
2023ISSN
0265-1335Publisher version
Language
- en