Servitization, digitization and supply chain interdependency

Vendrell-Herrero, F., Bustinza, O. F., Parry, G. and Georgantzis, N. (2017) Servitization, digitization and supply chain interdependency. Industrial Marketing Management, 60. pp. 69-81. ISSN 0019-8501 doi: 10.1016/j.indmarman.2016.06.013

Abstract/Summary

This study draws on literature at the intersection of servitization, digital business models and supply chain management. Work empirically explores how digital disruption has affected Business-to-Business (B2B) interdependencies. Dematerialization of physical products is transforming the way firms are positioned in the supply chain due to a reduction in production and transport costs and the different ways business engage with customers. Specifically, we propose that these new market conditions can empower downstream firms. We further propose that upstream firms can still capture additional value through digital service if their servitized offer includes difficult to imitate elements. The context of the analysis is the publishing industry. The Payment Card method employed is used to test UK and US consumer’s perceptions of digital formats (eBooks) and assess their willingness to pay in relation to printed formats. The method undertaken enables us to elicit aggregated consumer demand for eBooks which in turn identifies optimal pricing strategies for the digital services. Analysis demonstrates that during digital servitization upstream firms should seek to deploy unique resources to ensure their strategic position in the supply chain is not diminished.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/66009
Identification Number/DOI	10.1016/j.indmarman.2016.06.013
Refereed	Yes
Divisions	No Reading authors. Back catalogue items Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing > Agricultural and Food Investigational Team (AFIT)
Publisher	Elsevier
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