Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective

Yipeng Liu, Oscar F. Bustinza, Ferran Vendrell-Herrero, Cary Cooper, Demetris Vrontis

Research output: Contribution to journalReview articlepeer-review


Purpose: This paper aims to deepen the understanding of the interconnection between hybrid product–service offerings and firms' internationalization strategies, focusing on market entry, export performance and subsidiary strategy development. Design/methodology/approach: The approach involves reviewing and summarizing the existing body of research in the area. This is complemented by the analysis of the 10 published papers in the current issue. Findings: The authors proposed a value-chain synergetic approach that ensures the international competitiveness of hybrid offerings. The authors’ conceptual framework encompasses four themes: (i) internal factors encompassing capabilities and governance, (ii) supply-side factors related to ecosystem formation, (iii) demand-side factors encompassing customization and co-creation and (iv) enhancing factors such as assets digitization. The authors’ analysis demonstrates how these synergistic value chain themes interrelate to empower hybrid offerings in the export market. Research limitations/implications: While the conceptual development presented in this paper is not exhaustive, the model highlights important research avenues in the internationalization of product–service hybrid offerings that need exploration. Practical implications: The proposed framework hold practical implications for firms aiming to enhance their competitiveness in the export market through the integration of hybrid product–service offerings. Originality/value: The authors’ framework bridges the gap in international marketing literature by focusing on the interplay between hybrid product–service offerings and internationalization strategies, providing valuable insights into the factors driving servitization-led innovations in foreign markets.

Original languageEnglish
JournalInternational Marketing Review
Publication statusAccepted/In press - 2023


  • Co-creation
  • Digitalization
  • Ecosystem
  • Exports
  • Hybrid offering
  • International strategies


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