Hybrid Offerings

Journal Research and Analysis

Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully

(Ulaga et al.2014)

This article discusses ways in which companies incorporate services into their product driven framework. The authors combine case studies along with interviews from senior executives to build a clear thesis around their topic. Exclusive insight into the experience and lessons learned from key individuals that decide how the transition from offering just goods to incorporating both goods and services (or hybrid offerings) will take place. Real life scenarios are documented while the authors roll out some common methods taken by such firms. Descriptive charts are used throughout the article to illustrate and link each company’s unique resources or products offered, to their distinctive capabilities or attached services. Clear definitions are given to how they combine, work and become a hybrid offering to their customers.

References

Bogomolova, S. (2011, November). Service quality perceptions of solely loyal customers. International Journal Of Market Research [serial online].Vol. 53, No.6, pp.793-810. Retrieved March 11, 2014. Available from: Business Source Complete, Ipswich, MA.

DOTZEL, T., SHANKAR, V., BERRY, L. (2013, April). Service Innovativeness and Firm Value. Journal Of Marketing Research (JMR) [serial online].Vol. 50, No.2, pp.259-276. Retrieved March 13, 2014. Available from: Business Source Complete, Ipswich, MA.

Ulaga, W., Reinartz, W. (2011, November). Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully. Journal Of Marketing [serial online].Vol. 75, No.6, pp.5-23. Retrieved March 13, 2014. Available from: Business Source Complete, Ipswich, MA.