Title: The role of servitization for small firms: drivers versus barriers

Authors: Ilenia Confente; Andrea Buratti; Ivan Russo

Addresses: Department of Business Economics, University of Verona, Via dell'Artigliere 19, 37129 Verona, Italy ' Department of Economics, Society and Politics, University of Urbino, Via Saffi 15, 61029 Urbino PU, Italy ' Department of Business Economics, University of Verona, Via dell'Artigliere 19, 37129 Verona, Italy

Abstract: The purpose of this study was to explore the servitization approach in order to understand the development of this trend among small Italian companies. In doing so, this study adopted a qualitative method and data were collected via in-depth interviews with managers of firms belonging to the footwear industry - an important sector for the Italian economy. Data analysis was realised through NVivo software, thereby providing a first understanding of the drivers that lead these companies to become 'servitized', as well as the main obstacles they face when considering providing services beyond their core offering. This study suggests important implications both for managers and marketing scholars. For academics, it extends the existing knowledge of the factors that influence this organisational and managerial change, and enriches the body of knowledge of the main drivers of and barriers to servitization. For practitioners, it helps in the understanding of the main advantages and potential obstacles to developing a servitization process.

Keywords: servitization; drivers; barriers; small and medium-sized enterprises; SMEs; small firms; value creation; entrepreneurship; footwear industry; business to business; B2B; Italy.

DOI: 10.1504/IJESB.2015.072394

International Journal of Entrepreneurship and Small Business, 2015 Vol.26 No.3, pp.312 - 331

Received: 20 Feb 2015
Accepted: 21 Feb 2015
Published online: 12 Oct 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article