What Does it Take to Successfully Implement a Hybrid Offering Strategy? A Contingency Perspective

Judith Dannenbaum; Laura Marie Edinger-Schons; Mario Rese; Olaf Plötner; Jan Wieseke

doi:10.15358/2511-8676-2020-2-3-100

Contents
- Chapter Expand | CollapseAuthorsPage
- 69–69 Titelei/Inhaltsverzeichnis 69–69
- 70–74 Editorial: Tuning the Sounds of Service: Essays in Honour of Michael Kleinaltenkamp Sascha Raithel, Frank Jacob, Martin Benkenstein Sascha Raithel, Frank Jacob, Martin Benkenstein 70–74
- 75–184 Research Articles 75–184
  - 75–83 From Muso to Academic and Back: A Time and Person-Based Acknowledgement of Michael Kleinaltenkamp Ingo Karpen, Carolin Plewa Ingo Karpen, Carolin Plewa 75–83
  - 84–99 We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers Ilias Danatzis, Jana Möller, Christine Mathies Ilias Danatzis, Jana Möller, Christine Mathies 84–99
  - 100–120 What Does it Take to Successfully Implement a Hybrid Offering Strategy? A Contingency Perspective Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke 100–120
  - 121–132 Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application Andreas Eggert, Wolfgang Ulaga, Anna Gehring Andreas Eggert, Wolfgang Ulaga, Anna Gehring 121–132
  - 133–144 Considering Value-related Concepts in Service-oriented Approaches to Marketing Studies in Light of Philosophical and Economic Value Theories Michaela Haase Michaela Haase 133–144
  - 145–156 From Centralized Energy Generation and Distribution to Clean Energy Communities: Exploring New Modes of Governance for the Energy Sector Albrecht Söllner, Tessa Haverland Albrecht Söllner, Tessa Haverland 145–156
  - 157–169 Conceptualizing Resource Integration: The Peculiar Role of Pure Public Resources Herbert Woratschek, Chris Horbel, Bastian Popp Herbert Woratschek, Chris Horbel, Bastian Popp 157–169
  - 170–184 On the Marketness of Markets and Actor Clout: Market-shaping Roles Suvi Nenonen, Kaj Storbacka Suvi Nenonen, Kaj Storbacka 170–184
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SMR - Journal of Service Management Research , page 100 - 120

What Does it Take to Successfully Implement a Hybrid Offering Strategy? A Contingency Perspective

Autoren

Judith Dannenbaum Laura Marie Edinger-Schons Mario Rese Olaf Plötner Jan Wieseke

DOI
- doi.org/10.15358/2511-8676-2020-2-3-100
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

Since the beginning of the 1990s, selling integrated bundles of goods and services – so-called hybrid offerings – have emerged as a trend in industrial markets. Hybrid offerings are proposed to help companies to differentiate in highly competitive markets and to generate higher margins. Meanwhile, as anecdotal evidence suggests, many companies still fail to offer such hybrid offerings successfully. Hence, the purpose of this study is to test whether a positive relationship between implementing a hybrid offering strategy and companies’ financial success exists and which contingency factors moderate this relationship. By using a cross-industry survey of N=299 European industrial companies from various industries which combine products and services to varying degrees, the study at hand reveals that a hybrid offering strategy is especially successful under conditions of fierce competition. Results further reveal that a company’s proactive decision to implement a hybrid offering strategy (instead of a mere reaction to customer pressure) affects the performance gains that the company can reap from hybrid offerings. Furthermore, results indicate that capabilities such as top-management commitment, modularization, as well as a supporting infrastructure significantly leverage the success of a hybrid offering strategy. These results have important implications for academic knowledge on hybrid offerings as well as the management of service infusion processes in companies.

Abstract

Since the beginning of the 1990s, selling integrated bundles of goods and services – so-called hybrid offerings – have emerged as a trend in industrial markets. Hybrid offerings are proposed to help companies to differentiate in highly competitive markets and to generate higher margins. Meanwhile, as anecdotal evidence suggests, many companies still fail to offer such hybrid offerings successfully. Hence, the purpose of this study is to test whether a positive relationship between implementing a hybrid offering strategy and companies’ financial success exists and which contingency factors moderate this relationship. By using a cross-industry survey of N=299 European industrial companies from various industries which combine products and services to varying degrees, the study at hand reveals that a hybrid offering strategy is especially successful under conditions of fierce competition. Results further reveal that a company’s proactive decision to implement a hybrid offering strategy (instead of a mere reaction to customer pressure) affects the performance gains that the company can reap from hybrid offerings. Furthermore, results indicate that capabilities such as top-management commitment, modularization, as well as a supporting infrastructure significantly leverage the success of a hybrid offering strategy. These results have important implications for academic knowledge on hybrid offerings as well as the management of service infusion processes in companies.
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