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

Title


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

Authors


barbara Willems, koen Vandenbempt, Paul Matthyssens and Stefan Millis

Place of Publication


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

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Abstract


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