Ivanka Visnjic
The Webinar discussed the paper from the Alliance, where the authors study the industry conditions that prompt product firms to offer services, distinguishing between services performed on products (product-oriented) and services that go beyond product to support broader customer needs (customer-oriented). The authors theorize and provide empirical evidence that product firms are likely to offer product-oriented services when industry conditions favour the deepening of product knowledge and to offer customer-oriented services when industry conditions reward the broadening of firms’ knowledge base. Analysis of 410 public firms from 1990 to 2011 demonstrates that firms are more likely to offer product-oriented services in the early stage of the industry lifecycle and/or under conditions of high R&D intensity and competition, while they tend to offer customer-oriented services in the mature stage of the industry lifecycle and/or highly cyclical industries.
Webinar I Presentation I Paper
