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Tensions and territoriality: the dark side of servitization

Scott Wagstaff (Alliance Manchester Business School, University of Manchester, Manchester, UK)
Jamie Burton (Alliance Manchester Business School, University of Manchester, Manchester, UK)
Judith Zolkiewski (Alliance Manchester Business School, University of Manchester, Manchester, UK)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 4 December 2020

Issue publication date: 15 October 2021

619

Abstract

Purpose

This paper focusses on the darker side of the dynamics of servitization by exploring the tensions and territoriality that emerge between manufacturers and customers during the servitization process in the oil industry.

Design/methodology/approach

The Delphi method is used to explore the perspectives of three management tiers in oil organisations and the manufacturers who work with them. The views of these managers were synthesized over three iterations: semi-structured interviews, a questionnaire and resolution/explanation, where consensus was not obtained.

Findings

The findings of the study highlight perceptions of change, resulting tensions and territoriality and the impact of management commitment, resources and strategy. They reveal significant differences between customers and their suppliers and different management levels and highlight territorial behaviour and the negative impact this has on buyer supplier relationships during the implementation of servitization.

Research limitations/implications

Further research is required to explore why there is a variation in understanding and commitment at different managerial levels and the causes of tensions and territoriality.

Practical implications

Servitization is not a “quick fix” and management support is essential. A fundamental element of this planning is to anticipate and plan for tensions and territoriality caused by the disruption servitization creates.

Originality/value

The research provides empirical evidence of tensions and territoriality relating to servitization that potentially can damage supplier–buyer relationships and suggest that there is a darker side to servitization. It also shows that differences in strategic intent across organizations and between different managerial layers impedes to servitization efforts.

Keywords

Citation

Wagstaff, S., Burton, J. and Zolkiewski, J. (2021), "Tensions and territoriality: the dark side of servitization", Journal of Business & Industrial Marketing, Vol. 36 No. 10, pp. 1755-1766. https://doi.org/10.1108/JBIM-01-2020-0067

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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