Paper info

Service addition as business market strategy: A dyadic view-and beyond

barbara Willems, koen Vandenbempt, Paul Matthyssens and Stefan Millis

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

 The service addition route is frequently used by industrial companies to seek customer value and escape price pressure. This study focuses on equipment suppliers' efforts and looks into their efforts from a longitudinal perspective. The rich case-based methodology enables the development of a preliminary model that shows service strategy types. The difficult transitions of these companies show internal and external barriers. The highest levels of service offering are only feasible when network partners align with the companies' efforts. The qualitative nature of this study acts as a basis for future research. Service addition as business market strategy: A dyadic view-and beyond