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Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective

Domitilla Magni (Faculty of Economics, eCampus University, Novedrate, Italy)
Armando Papa (Department of Communication Sciences, University of Teramo, Teramo, Italy) (HSE University, Moscow, Russia)
Veronica Scuotto (Research Center, Léonard de Vinci Pôle Universitaire, Paris La Défense, Paris, France) (Department of Economics, Management, Institutions, University of Naples Federico II, Naples, Italy)
Manlio Del Giudice (Department of Human Sciences, Link Campus University of Rome, Rome, Italy) (HSE University, Moscow, Russia) (Paris School of Business, Paris, France)

International Marketing Review

ISSN: 0265-1335

Article publication date: 28 February 2023

Issue publication date: 4 December 2023

417

Abstract

Purpose

A paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The research aims to bridge this gap by considering knowledge sharing as a form of both codified knowledge and informal feedback knowledge; it also assesses whether the adoption of knowledge transfer and translation practices in a servitization process positively moderates the effect of knowledge transformation on knowledge sharing for internationalized KIBS companies.

Design/methodology/approach

By adopting a microfoundation lens, the research offers an empirical analysis to identify the relations between codified and tacit knowledge in servitization processes within internationalized KIBS companies. The study is based on 326 respondents from 30 KIBS companies. A multiple regression analysis was used for hypotheses testing.

Findings

The authors found significant relations among the use of electronic documents in the servitization process (formal codified knowledge), personal advice in servitization (informal feedback knowledge) and knowledge sharing in internationalized KIBS companies. Findings also support the indirect effect assumed in the hypothesis between knowledge transformation and knowledge sharing in internationalized KIBS companies, which is positively moderated by the adoption of cross-cultural knowledge practices in the servitization process.

Originality/value

To the best of the authors’ knowledge, this research provides the first conceptual model of the use of a microfoundation lens to examine knowledge sharing in internationalized KIBS companies. The micro level features individual knowledge sharing in the servitization process, while the meso level focuses on knowledge transformation in KIBS companies and the adoption of knowledge transfer and translation practices in the servitization process.

Keywords

Acknowledgements

The article is based on the study funded by the Basic Research Program of the HSE University.

Citation

Magni, D., Papa, A., Scuotto, V. and Del Giudice, M. (2023), "Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective", International Marketing Review, Vol. 40 No. 4, pp. 798-826. https://doi.org/10.1108/IMR-12-2021-0366

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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