کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1018330 | 940340 | 2011 | 11 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Competitive advantage through service differentiation by manufacturing companies Competitive advantage through service differentiation by manufacturing companies](/preview/png/1018330.png)
This paper examines the relationship among the complexity of customer needs, customer centricity, innovativeness, service differentiation, and business performance within the context of companies that have made a service transition from pure goods providers to service providers. A survey of 332 manufacturing companies provides the basis for the empirical investigation. One key finding is that a strong emphasis on service differentiation can lead to a manufacturing firm's strategies for customer centricity being less sensitive to increasingly complex customer needs, which can increase a firm's payoff for customer centricity. In contrast, the payoff from innovativeness appears to be higher if the firm focuses its resources on either product or service innovation; that is, a dual focus does not work well. This paper discusses the implications of these findings for researchers and managers.
Journal: Journal of Business Research - Volume 64, Issue 12, December 2011, Pages 1270–1280