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This paper aims to derive a model that explores how the interplay between knowledge integration capability and innovation impacts strategic orientation, leading to the attainment of sustainable competitive advantage. The study considers the constituents of strategic orientation, namely, customer orientation, competitor orientation and technology orientation, as the basis for achieving sustainable competitive advantage. The study suggests that the firm’s capacity for integrating external and internal knowledge shapes how strategic orientation influences sustainable competitive advantage through service innovation.

This empirical research relies on qualitative and quantitative data gathered from telecom professionals to assess how knowledge integration and service innovation influence sustained competitive advantage. Structured equation modeling is used to examine the model and its interrelationships.

The research establishes significant relationships between strategic orientations, knowledge integration capability, service innovation and sustainable competitive advantage. Knowledge integration capability and service innovation are found to mediate the relationship between strategic orientations and the achievement of sustainable competitive advantage.

The study highlights the significant contribution of a firm’s knowledge integration capability in driving service innovation, especially in technology-intensive service industries facing hypercompetition. It also advocates prioritizing technology orientation and integrating knowledge from internal and external sources for competitive advantage.

To the best of the authors’ knowledge, this study is the first to model the effect of knowledge integration capability and service innovation on strategic orientation-led sustainable competitive advantage.

This study aims to investigate the relationship between strategy intent (product-service innovation intention) and outcome (product-service innovation outcome), and the role that external sources of innovation play in influencing this relationship.

Using data obtained from the community innovation survey, we apply a logit regression to a sample of 1,419 Portuguese firms. By examining the moderating effect of open innovation breadth, we assess how the relationship between differentiation intent and outcome is contingent upon the involvement of external stakeholders.

Our findings reveal that the relationship between differentiation intent and outcome is contingent upon the moderating effect of open innovation breadth. Our analysis suggests that the negative influence of different sources of innovation can be addressed by adopting a paradox lens.

This research provides valuable insights for managers. By simultaneously pursuing a differentiation strategy and engaging in collaboration with external sources, firms may compromise their ability to effectively differentiate their offer. Managers should consider the potential tensions arising from internal and external stakeholder relationships to optimize their innovation strategies.

This study contributes to the existing literature by shedding light on the role of external innovation sources in influencing the relationship between differentiation intent and outcome and the importance that information systems may have in this relationship. By exploring the moderating effect of open innovation breadth, we provide a nuanced understanding of how firms can navigate organizational tensions and leverage innovation for competitive advantage.

This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations.

A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis.

The study revealed EO’s positive and significant effect on SMEs’ export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association.

The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms.

This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.

This study identifies the factors that postgraduate service management programs (PSMPs) in Korean Universities can use to gain competitive advantage.

A mixed-method approach was adopted in serial order to verify the role of PSMP identity in the relationship between education service quality and student satisfaction established in prior research. Study 1 is a case study designed to gain a comprehensive understanding of the PSMPs in Korea using data derived through a document review of the sources collected from the official websites of PSMPs. In Study 2, focus group interviews were conducted with students and graduates of PSMPs to gain new insights that would help attain competitive advantage. Finally, a questionnaire survey was conducted in Study 3 to statistically test the relationship between PSMP identity, education service quality and student satisfaction.

Education service quality has a positive impact on PSMP identity, PSMP identity has a positive impact on student satisfaction and PSMP identity mediates the aforementioned impacts. The results established PSMP identity as a key factor in enhancing its competitiveness.

Since PSMPs have a short history and are limited number of cases in Korea, their justification is not well-understood by the general public and companies. This problem is not limited to PSMPs but is also shared by other specialized postgraduate programs. With comprehensive data on and new insights into PSMPs, including the determinants of competitive advantage, the results provide basic evidence for follow-up research and useful information for administrative officers in charge of specialized postgraduate programs.

This study explores the connection between intellectual capital (IC) components and the competitive advantage (CA) of the hospitality sector in Jordan through the mediating role of service innovation as well as the moderating role of big data analytics capabilities.

Data were collected through a self-administered questionnaire from the hospitality sector with a sample of 402 respondents. Data were analysed using SmartPLS, a bootstrapping technique was used to analyse the data. The mediating effect for service innovation and the moderating effect for big data analytics capabilities were performed.

The results showed that the proposed moderated-mediation model was accepted because the relationships between the constructs were statistically significant. The results of the data analysis supported a positive relationship between human capital, structural capital and relational capital and the CA as well as a mediating effect of service innovation. The findings confirmed that there is a moderating relationship for big data analytics capabilities between service innovation and CA. The results illustrate the importance of IC and service innovation in enhancing CA in the Jordanian hospitality sector in light of the big data analytics capabilities.

This cross-sectional study provides a snapshot at a given moment in time, a methodological limitation that affects the generalisation of the limitation's results, and the results are limited to one sector.

This research developed a theoretical model to incorporate IC components, service innovation, big data analytics capabilities and CA. This paper offers new theoretical and practical contributions that add value to the innovation and CA literature by testing the moderated-mediation model of these constructs in the hospitality sector which has been greatly affected by the coronavirus disease 2019 (COVID-19) pandemic. This study is distinguished from other studies by highlighting the role of IC and service innovation in enhancing CA as service innovation contributes to the formation of many organisational advantages in the Jordanian hospitality sector.

This paper aims to investigate the conditional indirect effect of innovativeness on performance via supply chain agility (SCA) in the service industry at higher and lower collaborative relationships.

The hypothesised model is operationalised with survey data from 245 Australian service firms collected via LinkedIn and analysed using structural equation modelling and fuzzy set qualitative comparative analysis (fsQCA).

The analysis found that SCA significantly mediates the relationship between innovativeness and performance. Further, the conditional indirect effect of innovativeness on performance via SCA was significant when the collaborative relationship was high. Results also revealed that a configuration of both innovativeness and agility better predicts performance.

This study is an early attempt to investigate SCA in service industries by scrutinizing SCA from an innovative point of view. While previous studies have demonstrated the role of innovativeness in enhancing a firm's performance, this study explores this link further by investigating the conditional indirect effect of innovativeness on performance via SCA at different levels of collaborative relationships.

This paper aims to study the joint decision making of advance selling and service cancelation for service provides with limited capacity when consumers are overconfident.

For the case in which consumers encounter uncertainties about product valuation and consumption states in the advance period and are overconfident about the probability of a good state, we study how the service provider chooses the optimal sales strategy among the non-advance selling strategy, the advance selling and disallowing cancelation strategy, and the advance selling and allowing cancelation strategy. We also discuss how overconfidence influences the service provider’s decision making.

The results show that when service capacity is sufficient, the service provider should adopt advance selling and disallow cancelation; when service capacity is insufficient, the service provider should still implement advance selling but allow cancelation; and when service capacity is extremely insufficient, the service provider should offer spot sales. Moreover, overconfidence weakens the necessity to allow cancelation under sufficient service capacity and enhances it under insufficient service capacity but is always advantageous to advance selling.

The obtained results provide managerial insights for service providers to make advance selling decisions.

This paper is among the first to explore the effect of consumers’ overconfidence on the joint decision of advance selling and service cancelation under capacity constraints.

This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.

A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.

Findings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.

Besides theoretical contributions, this study presents valuable insights to manage service networks during servitization.

First, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.

Any banking institution’s success depends heavily on customer satisfaction. Understanding and evaluating customer satisfaction has become crucial with the rise of small finance banks (SFBs) in India, which serve the underserved and unbanking segments of society. In the context of SFBs in India, this chapter aims to examine the variables affecting customer satisfaction as well as how it affects these banks’ overall performance and sustainability. This study will help us better understand the dynamics of customer satisfaction in the Indian financial landscape by examining the particular difficulties and opportunities that SFBs face.

To understand a firm’s service concept and process; to explain the service design that differentiates itself by making trade-offs in operations and service offering; to identify the importance of deliberately designed interrelated systems and resources to achieve growth in services and to evaluate the fit of new design elements in the service offering.

Ajay Takeaway Foods LLP (Ajay Foods) is a food venture founded by Mr Jaideep Solanki and Mr Ajay Solanki and operates as a chain of quick service restaurants with a simple mission to sell food that is good, affordable and accessible to all. Ajay Foods serves only pure vegetarian and limited variants of burger, pizza and cold coffee. Ajay Foods rolled out 75 stores in just 18 months during the COVID 19 pandemic. Ajay Foods’ founders were contemplating on expanding menu. There was growing demand for food items such as samosa, wraps, sandwiches and French fries. One of the founders got into dilemma: How many items? and Which item(s) to add to the menu?

This case can be used at post-graduate level to teach basic frameworks of service concept and design. The case covers a range of topics such as service processes, service elements and product offerings in a service setting. It can be used effectively with MBAs and Hospitality Management program in courses that focus on Service Management, Service Operations or Service Marketing Strategy.

Teaching notes are available for educators only.

CSS 9: Operations and Logistics.