Service Growth in Product Firms: Past, Present, and Future

Industrial Marketing Management, Forthcoming

Mays Business School Research Paper No. 2867349

26 Pages Posted: 17 Nov 2016

See all articles by Christian Kowalkowski

Christian Kowalkowski

Linköping University

Heiko Gebauer

University of St. Gallen

Rogelio Oliva

Mays Business School, Texas A&M University

Date Written: November 10, 2016

Abstract

Service growth in product firms is one of the most active service research domains and is open to a variety of conceptualizations. This article provides a critical inquiry into the past, present, and future of the research domain.

The evolution of the research on service growth is discussed in two phases:

(1) setting the boundaries of the research domain, and

(2) emergence of the conceptual foundation.

We find that while research in this area has a well-established tradition in terms of output, theoretically it is still largely in a ‘nascent’ phase. Next, we highlight the contributions of the papers in this special section, emphasizing their challenges to prevailing assumptions in the research domain. We conclude by identifying, from the contributions to this special section, suggested themes for further research on service growth: the assessment of empirical evidence of the impact of service growth on firm performance, the role of merger & acquisitions in the service growth strategy, the exploration of single/multiple positions along the transition line, the process of adding or removing services, and expanding the context of service growth beyond product manufacturing firms.

Keywords: service growth, servitization, deservitization, service infusion, product-service system, research agenda

JEL Classification: M31, M1, O3

Suggested Citation

Kowalkowski, Christian and Gebauer, Heiko and Oliva, Rogelio, Service Growth in Product Firms: Past, Present, and Future (November 10, 2016). Industrial Marketing Management, Forthcoming; Mays Business School Research Paper No. 2867349. Available at SSRN: https://ssrn.com/abstract=2867349

Christian Kowalkowski (Contact Author)

Linköping University ( email )

Linköping, 581 83
Sweden

HOME PAGE: http://https://liu.se/medarbetare/chrko57

Heiko Gebauer

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

Rogelio Oliva

Mays Business School, Texas A&M University ( email )

430 Wehner
College Station, TX 77843-4218
United States

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