International servitization of SMEs in emerging markets: antecedents and boundary conditions

Abstract

Purpose

Product-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view and aims to examine the international human capital and international product-service innovation relationship. Specifically, the authors argue that the effect of international human capital on international product-service innovation is mediated by international inter-organizational marketing capability (IIMC) and moderated by international market complexity.

Design/methodology/approach

The authors test the conceptual model using structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy.

Findings

The results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found that the indirect relationship between international human capital and international product-service innovation is strengthened when international market complexity increases in magnitude.

Originality/value

This study advances the knowledge on international servitization by examining international human capital and IIMC as the determinants and international market complexity as a moderator. Data collection in the UAE contributes to empirical research on international servitization from emerging markets.

Citation

Zahoor, N., Christofi, M. and Nwoba, A.C. (2023), "International servitization of SMEs in emerging markets: antecedents and boundary conditions", International Marketing Review, Vol. 40 No. 4, pp. 693-717. https://doi.org/10.1108/IMR-10-2021-0319