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Why do companies integrate products and services? Linking decision-makers’ personality traits and decision-making logics

Wim Coreynen (Zhejiang University School of Management, Hangzhou, China) (Faculty of Business and Economics, University of Antwerp, Antwerp, Belgium)
Johanna Vanderstraeten (Faculty of Business and Economics, University of Antwerp, Antwerp, Belgium)
Joeri van Hugten (School of Business and Economics, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands)
Arjen van Witteloostuijn (School of Business and Economics, Vrije Universiteit Amsterdam, Amsterdam, The Netherlands)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 23 April 2024

33

Abstract

Purpose

Despite the increasing attention given to product-service integration (PSI), little is known about this innovation strategy from a key decision-maker’s perspective. To address this gap, our study draws from personality psychology and decision-making (DM) logics theory to better understand why and how companies’ decision-makers strategize for PSI.

Design/methodology/approach

Using an abductive, empirics-first approach, we identify the study’s theoretical building blocks, followed by an exploratory quantitative analysis to generate new theory. We propose a fit-as-mediation conceptual framework suggesting that (1) specific personality traits [i.e. honesty-humility (H), emotionality (E), extraversion (X), agreeableness (A), conscientiousness (C) and openness to experience (O) (HEXACO)] make decision-makers more likely to include PSI in their company’s strategy and (2) depending on their personality, they apply different DM logics (i.e. causation or effectuation) to do so. To empirically examine this, we use data from 289 SMEs’ decision-makers.

Findings

We report several meaningful relationships among our key theoretical constructs. For instance, we find that conscientious decision-makers are more likely to develop a PSI strategy via causation, whereas extravert decision-makers are more likely to do so via both causation and effectuation.

Originality/value

This service study is the first to apply the well-established HEXACO Personality Inventory to companies’ key decision-makers. Moreover, it contributes to the microfoundations of PSI strategy and DM logic theories.

Keywords

Acknowledgements

We gratefully acknowledge the funding by the Flemish Agency for Innovation and Entrepreneurship (VLAIO) for the Ambition in Entrepreneurship (AiE) project carried out by Antwerp Management School, UNIZO, and Graydon Belgium, wherein we collected the data for this study.

Citation

Coreynen, W., Vanderstraeten, J., van Hugten, J. and van Witteloostuijn, A. (2024), "Why do companies integrate products and services? Linking decision-makers’ personality traits and decision-making logics", Journal of Service Theory and Practice, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTP-05-2023-0164

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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