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Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

Behl, Abhishek; Kamboj, Shampy; Sarmah, Bijoylaxmi; Pereira, Vijay; Sharma, Kirti; Gulzar Rammal, Hussain; Arrigo, Elisa


Shampy Kamboj

Bijoylaxmi Sarmah

Vijay Pereira

Kirti Sharma

Hussain Gulzar Rammal

Elisa Arrigo


This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.

A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.

Findings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.

Practical implications
Besides theoretical contributions, this study presents valuable insights to manage service networks during servitization.

First, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.


Behl, A., Kamboj, S., Sarmah, B., Pereira, V., Sharma, K., Gulzar Rammal, H., & Arrigo, E. (2023). Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation. International Marketing Review, 40(4), 739-773.

Journal Article Type Article
Acceptance Date Sep 29, 2022
Online Publication Date Jan 17, 2023
Publication Date Dec 4, 2023
Deposit Date Jul 2, 2024
Journal International Marketing Review
Print ISSN 0265-1335
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 40
Issue 4
Pages 739-773
Public URL