To read this content please select one of the options below:

Global approaches to the service business in manufacturing companies

Gunther Kucza (School of Management and Law, Zurich University of Applied Sciences, Winterthur, Switzerland)
Heiko Gebauer (CIRUS: Center of Innovation in Utility Sectors, Eawag: Swiss Federal Institute of Aquatic Science and Technology, Dübendorf, Switzerland)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 23 August 2011




The article aims to investigate how product manufacturing firms can configure their global service approach.


A qualitative, multi‐case research design was employed.


The following four global service approaches could be identified: integrated and ethnocentric; integrated and polycentric; separated and polycentric; and separated and geocentric.

Research limitations/implications

The research findings are limited in generalizability because of the qualitative research approach.

Practical implications

Exploring global forms of and supply chain configurations for services supports the efforts of manufacturing firms in developing new service‐based and relationship‐based value propositions.


The study contributes to the debate on integrating versus separating the service organization. It offers a complementary explanation on integrating and separating the service business, through a differentiation into central and local (market) organizations.



Kucza, G. and Gebauer, H. (2011), "Global approaches to the service business in manufacturing companies", Journal of Business & Industrial Marketing, Vol. 26 No. 7, pp. 472-483.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Related articles