Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 99, Issue -, Pages 167-174Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2021.10.011
Keywords
Digital servitization; Value perception; Value delivery; Individual entrepreneurial orientation
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This paper investigates how individual entrepreneurial orientation influences the adoption of digital servitization strategies and finds that it affects the perceived value in delivering digital service offers.
This paper intends to explore the perception of value delivered in digital servitization in a business-to-business context of incumbent manufacturing firms. We investigate how individual entrepreneurial orientation (IEO) influence and affect the adoption of such digital servitization strategies. The observations are made through a survey and empirical assessment across a couple of large industrial organizations interested in servitization and digitalization. Findings contribute to the existing literature on digital servitization and business model innovation by suggesting that IEO influence perceived value in delivering digital service offers, whereas functional affiliation does not. Further observations suggest that digital capabilities can become a crucial enabler for the perception of value delivered in digital business models by providing swift access to data for affected stakeholders.
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