---
_id: '46642'
abstract:
- lang: eng
  text: "<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Purpose</jats:title>\r\n<jats:p>This
    study aims to conceptually propose and empirically validate a path perspective
    on the servitization process of manufacturing firms. It identifies a customer
    and an outcome path to servitization, sheds light on the pivotal role of digital
    technology usage for both value-creating paths and explores their financial and
    relational performance outcomes.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title
    content-type=\"abstract-subheading\">Design/methodology/approach</jats:title>\r\n<jats:p>The
    authors use a mixed-method approach, combining a qualitative study with a cross-sectional
    survey in the USA, the UK and Germany.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title
    content-type=\"abstract-subheading\">Findings</jats:title>\r\n<jats:p>Manufacturing
    firms choose between two generic paths to servitization, a customer and an outcome
    path. Digital technology usage is equally important for both value-creating paths.
    Progress on the outcome path has a positive effect on firms’ financial performance,
    whereas the customer path has an indirect effect only, fully mediated by firms’
    relational performance. Customer tenure and customer’s open-mindedness are contingency
    variables in the digital technology usage – servitization path – firm performance
    framework.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Research
    limitations/implications</jats:title>\r\n<jats:p>A path perspective is useful
    to conceptualize the servitization processes in manufacturing industries. Future
    research should investigate the sequential choice of servitization paths and explore
    its drivers and performance outcomes.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title
    content-type=\"abstract-subheading\">Practical implications</jats:title>\r\n<jats:p>To
    create and claim superior value for their customers, managers can choose between
    two servitization paths, leading to differential performance outcomes. While digital
    technology usage is key to progress on both paths, it is particularly effective
    for newly acquired customers on the customer path. Suppliers should target their
    value-creating service offerings at open-minded customer firms to reap their full
    performance potential.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Originality/value</jats:title>\r\n<jats:p>Propose
    and empirically validate a path-perspective on servitization. Understand the pivotal
    importance of digital technology usage for both servitization paths.</jats:p>\r\n</jats:sec>"
author:
- first_name: Lisa Katharina
  full_name: Harrmann, Lisa Katharina
  last_name: Harrmann
- first_name: Andreas
  full_name: Eggert, Andreas
  last_name: Eggert
- first_name: Eva
  full_name: Böhm, Eva
  id: '3043'
  last_name: Böhm
  orcid: 0000-0001-6053-1012
citation:
  ama: Harrmann LK, Eggert A, Böhm E. Digital technology usage as a driver of servitization
    paths in manufacturing industries. <i>European Journal of Marketing</i>. 2023;57(3):834-857.
    doi:<a href="https://doi.org/10.1108/ejm-11-2021-0914">10.1108/ejm-11-2021-0914</a>
  apa: Harrmann, L. K., Eggert, A., &#38; Böhm, E. (2023). Digital technology usage
    as a driver of servitization paths in manufacturing industries. <i>European Journal
    of Marketing</i>, <i>57</i>(3), 834–857. <a href="https://doi.org/10.1108/ejm-11-2021-0914">https://doi.org/10.1108/ejm-11-2021-0914</a>
  bibtex: '@article{Harrmann_Eggert_Böhm_2023, title={Digital technology usage as
    a driver of servitization paths in manufacturing industries}, volume={57}, DOI={<a
    href="https://doi.org/10.1108/ejm-11-2021-0914">10.1108/ejm-11-2021-0914</a>},
    number={3}, journal={European Journal of Marketing}, publisher={Emerald}, author={Harrmann,
    Lisa Katharina and Eggert, Andreas and Böhm, Eva}, year={2023}, pages={834–857}
    }'
  chicago: 'Harrmann, Lisa Katharina, Andreas Eggert, and Eva Böhm. “Digital Technology
    Usage as a Driver of Servitization Paths in Manufacturing Industries.” <i>European
    Journal of Marketing</i> 57, no. 3 (2023): 834–57. <a href="https://doi.org/10.1108/ejm-11-2021-0914">https://doi.org/10.1108/ejm-11-2021-0914</a>.'
  ieee: 'L. K. Harrmann, A. Eggert, and E. Böhm, “Digital technology usage as a driver
    of servitization paths in manufacturing industries,” <i>European Journal of Marketing</i>,
    vol. 57, no. 3, pp. 834–857, 2023, doi: <a href="https://doi.org/10.1108/ejm-11-2021-0914">10.1108/ejm-11-2021-0914</a>.'
  mla: Harrmann, Lisa Katharina, et al. “Digital Technology Usage as a Driver of Servitization
    Paths in Manufacturing Industries.” <i>European Journal of Marketing</i>, vol.
    57, no. 3, Emerald, 2023, pp. 834–57, doi:<a href="https://doi.org/10.1108/ejm-11-2021-0914">10.1108/ejm-11-2021-0914</a>.
  short: L.K. Harrmann, A. Eggert, E. Böhm, European Journal of Marketing 57 (2023)
    834–857.
date_created: 2023-08-22T13:33:33Z
date_updated: 2023-09-01T10:11:11Z
department:
- _id: '785'
doi: 10.1108/ejm-11-2021-0914
intvolume: '        57'
issue: '3'
keyword:
- Marketing
language:
- iso: eng
page: 834-857
publication: European Journal of Marketing
publication_identifier:
  issn:
  - 0309-0566
  - 0309-0566
publication_status: published
publisher: Emerald
status: public
title: Digital technology usage as a driver of servitization paths in manufacturing
  industries
type: journal_article
user_id: '49063'
volume: 57
year: '2023'
...
---
_id: '4868'
author:
- first_name: Wolfgang
  full_name: Ulaga, Wolfgang
  last_name: Ulaga
- first_name: Andreas
  full_name: Eggert, Andreas
  last_name: Eggert
citation:
  ama: 'Ulaga W, Eggert A. Relationship value and relationship quality: Broadening
    the Nomological Network of Business-to-Business Relationships. <i>European Journal
    of Marketing</i>. 2006;40(3/4):311-327. doi:<a href="https://doi.org/10.1108/03090560610648075">10.1108/03090560610648075</a>'
  apa: 'Ulaga, W., &#38; Eggert, A. (2006). Relationship value and relationship quality:
    Broadening the Nomological Network of Business-to-Business Relationships. <i>European
    Journal of Marketing</i>, <i>40</i>(3/4), 311–327. <a href="https://doi.org/10.1108/03090560610648075">https://doi.org/10.1108/03090560610648075</a>'
  bibtex: '@article{Ulaga_Eggert_2006, title={Relationship value and relationship
    quality: Broadening the Nomological Network of Business-to-Business Relationships.},
    volume={40}, DOI={<a href="https://doi.org/10.1108/03090560610648075">10.1108/03090560610648075</a>},
    number={3/4}, journal={European Journal of Marketing}, publisher={Emerald}, author={Ulaga,
    Wolfgang and Eggert, Andreas}, year={2006}, pages={311–327} }'
  chicago: 'Ulaga, Wolfgang, and Andreas Eggert. “Relationship Value and Relationship
    Quality: Broadening the Nomological Network of Business-to-Business Relationships.”
    <i>European Journal of Marketing</i> 40, no. 3/4 (2006): 311–27. <a href="https://doi.org/10.1108/03090560610648075">https://doi.org/10.1108/03090560610648075</a>.'
  ieee: 'W. Ulaga and A. Eggert, “Relationship value and relationship quality: Broadening
    the Nomological Network of Business-to-Business Relationships.,” <i>European Journal
    of Marketing</i>, vol. 40, no. 3/4, pp. 311–327, 2006.'
  mla: 'Ulaga, Wolfgang, and Andreas Eggert. “Relationship Value and Relationship
    Quality: Broadening the Nomological Network of Business-to-Business Relationships.”
    <i>European Journal of Marketing</i>, vol. 40, no. 3/4, Emerald, 2006, pp. 311–27,
    doi:<a href="https://doi.org/10.1108/03090560610648075">10.1108/03090560610648075</a>.'
  short: W. Ulaga, A. Eggert, European Journal of Marketing 40 (2006) 311–327.
date_created: 2018-10-25T11:06:54Z
date_updated: 2022-01-06T07:01:27Z
department:
- _id: '180'
doi: 10.1108/03090560610648075
intvolume: '        40'
issue: 3/4
page: 311-327
publication: European Journal of Marketing
publication_identifier:
  issn:
  - 0309-0566
publication_status: published
publisher: Emerald
status: public
title: 'Relationship value and relationship quality: Broadening the Nomological Network
  of Business-to-Business Relationships.'
type: journal_article
user_id: '57352'
volume: 40
year: '2006'
...