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Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms.

The current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating in the medical technology industry globally.

The findings from the study showed that dynamic capabilities such as sensing and customer engagement along with internal coordination and adaptation capabilities are critical to the success of hybrid market offerings. Moreover, dynamic capabilities were found to be influential in those emerging and advanced international markets where case firms were less familiar with market dynamics. Moreover, the configuration of these capabilities within functional units and coordination of marketing and R&D activities can be effective for creating hybrid offerings in international markets. Ultimately, this was found to be the case even though target market selection for hybrid offerings was influenced by the level of convergence and fragmentation of the market.

Applying the configuration theory, this is one of the first studies to specifically analyze the differences in organizational network configuration changes in relation to hybrid market offerings in both developed economies and emerging economies. The findings contribute to hybrid market offering literature by pointing out that not only internal capabilities are important for enacting hybrid offerings, but the roles of ecosystems and knowledge centers are also extremely important to develop hybrid offerings. This paper also highlights the criticality of under-studied dynamic capabilities such as market sensing and customer engagement in the context of hybrid offerings in international markets. This showcases the wider role of ecosystems in enabling technology firms to develop hybrid offerings.

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.

The purpose of this paper is the justification of a new conception of the marketing of works. The paper supports this new conception of the marketing of goods, works, and services instead of the existing conception of the marketing of goods and services. The paper also introduces new concepts of hybrid offerings.

The paper develops hypotheses on the basis of a hypothetical-deductive method, the application of analysis and synthesis for justification of the proposed concepts, and interviews with top marketing managers of shipyards to substantiate the necessity of marketing of works.

Marketing of works is a new line of marketing activity and a source of new hybrid offerings. A widened marketing of goods, works, and services must replace the existing marketing of goods and services, which does not apply completely in the sale of works. The main difference between works and services is an ability to change the market value of objects. “Goods+works” and “works+services” are the new particular hybrid offerings and “goods+works+services” is the new general hybrid offering.

Marketing of works plays a key role in many branches of industry, including house building, airplane production, the repair of vessels, the reclamation of land, and so on. Works are elements of the new hybrid offerings and the new marketing of goods, works, and services.

Initially, the new marketing of works appeared as a part of the marketing of industrial services. Conceptions of the marketing of works and the marketing of goods, works, and services are new results that develop the existing marketing of goods and services. The particular hybrid offerings “goods+works” and “works+services” and the general hybrid offering “goods+works+services” are also new results.

The purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).

To capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs.

The findings indicate that organizational support for service plays a vital role in hybrid offerings. Specific paths, such as a service-oriented corporate culture and management commitment to service, are necessary conditions for successful hybrid offerings.

The study sheds new light on the causal relationship underlying hybrid offerings in Pakistan, one of the Next Eleven countries, which is among the fastest-developing economies. We identified various paths to the financial and non-financial success of hybrid offerings within the Pakistani manufacturing MNE sector, which, to the best of our knowledge, has been underexplored. Additionally, we considered the digitalization dimension, which integrates and strengthens previous configurational models.

The purpose of this study is to provide insight into characteristics of visitor demand for a regionally oriented vinotheque (wine bar and shop) at a UNESCO world heritage destination in Germany. The research especially focuses on expected offer components for a wine bar and shop, including wine-related products and services, to test the theoretical notion of blurred division between product and service offerings. The literature review has revealed that implications of this conceptual notion on wine bar and shop offer creation could be profound as there are different types of wine bar and shops with different product–service combinations. Moreover, the offer creation needs to take into account the overall needs of wine bar and shop visitors and consider them as experience seekers and not necessarily utility-maximizing players. In this sense, the paper expands previous research on vinotheques that primarily took the wine retail perspective.

The study deals with wine-related sales, offer design and the importance of tourism and hospitality for wine sales in a non-growing wine market. However, the concept of increasing wine sales through tourism and hospitality brings to the forefront the issues of creating integrated offerings of products and services. This is why, the study deploys the concepts of hybrid products and experience economy. The primary data have been collected via self-administered, paper-based questionnaire (Appendix 2) amongst visitors at the St. Goar/Loreley tourist destination. The goal has been to reveal the importance of a wine bar and shop as a wine sales channel, whether visitors are interested in visiting a wine bar and shop, what major expectations they have entering a vinotheque, as well as what major offer components of products and/or services are they interested in. Total sample size was N = 400. Major statistical procedure deployed was descriptive statistics, as well as PCA (principal component analysis) of expectations and offer analysis in regards to products and services.

By deploying the PCA on the data regarding interest in buying wine-related products and services, three offer configurations have been extracted, out of which only one is purely related to products, whilst the other two are hybrid products, meaning a combination of wine-related products and services. Relevance of architectural design illustrates that visitors also seek experience. These findings confirm previously discussed theories on the importance of integrating products and services into hybrid products and creating experience with a suitable combination of products and services.

Data collection has taken place in a confined timeframe (two summer months). No active measures have been taken to ensure the validity of the sample through quotas or similar techniques. The research sample and location are somewhat limited for making conclusions in other geographical regions, but replicating the study in different contexts can add to the comparability of the results on the level of Germany, but also internationally. The empirical evidence for superior customer value of hybrid offerings and integrating services into product-centric offer design is of paramount importance for selling wine in a highly competitive market in absence of market growth. Wine bar and shop allows to differentiate the offer by creating wine-related experience through a combination of product (wine and wine-related products), hospitality/gastronomic services and tourism services. The insights also illustrate the idea of new market opportunities via connecting converging industries.

The study contributes to close a gap identified in the literature review that German wineries lag wine-tourism activities. It provides advice in regards to offer design and hybrid offerings and an experiential experience supported by architectural design. Such an approach offers the potential to win market share in a non-growing market – an ambition of the players in the market but also an obvious challenge.

The findings contribute to regional development. Furthermore, arguments for cooperative behavior are provided. This should also help to minimize free ridership and its negative social implications.

The paper adopts a multidisciplinary approach to the creation of wine bar and shop offer. The results point out that offerings should be created around a core wine tourism product – regional and cellar door offer – and be expanded by “food design” – components, attractive architectural elements, as well as web shop services, thereby creating an advanced wine-related experience. It confirms the importance of theoretical concepts such as experience economy, hybrid products and solution provision in the case of wine bar and shop, by testing these concepts on the group of visitors at a German wine and cultural destination.

In this research, the initial list of internal capabilities in small and medium-sized enterprises (SMEs) leading to success in international markets has been extracted. Then, the most relevant capabilities to international SMEs under servitisation and hybrid offerings have been screened. Next, the selected capabilities have been classified, and ultimately the relationship amongst the capabilities has been analysed. The conceptual model for SMEs participating in international markets with hybrid offerings has been illustrated.

A literature review has been employed to extract the initial list of internal capabilities to address the research objectives. Then, a novel hesitant fuzzy Delphi (HFD) method has been developed to select the most relevant capabilities for SMEs for hybrid offerings in international markets by using the experts opinions. Subsequently, a novel hesitant fuzzy interpretive structural modelling (HFISM) has been developed to classify the capabilities, design a level-based conceptual model and present the relationship amongst the prominent capabilities.

After the literature review, sixteen internal capabilities leading to success in the international market via hybrid offerings have been extracted. Then, eight selected capabilities were chosen for further investigation by applying 15 expert opinions and via the HFD approach. According to HFISM results, a level-based conceptual model was emanated, and “ability to take advantage of international opportunities”, “financial strength”, “technology level” and “efficient innovation management” were considered as the most fundamental capabilities resulting in successful hybrid offerings in international markets.

Alongside the multi-layer decision-making approach developed in this manuscript to analyse the internal capabilities roles in hybrid offering success towards international markets, to the best knowledge of the authors, the hesitant fuzzy approaches developed in this article have not been previously presented by any other scholar. A novel HFD approach has been designed for consensus amongst the experts under uncertain circumstances. Furthermore, a novel HFISM has been suggested and employed in this research to comprehend the relationship amongst the internal capabilities.

Through the lens of experiential learning theory, this conceptual paper examines the factors influencing the likelihood of transitioning from hybrid to full-time entrepreneurship. It is critical to evaluate the experiential learning that takes place during the hybrid phase, in order to establish a more nuanced understanding of the dynamic entrepreneurial journey.

This conceptual paper made use of a secondary data analysis of the existing academic literature, in particular using a thematic analysis, in order to propose a conceptual model and associated propositions.

The proposed conceptual model identifies four factors: fear of failure, perceived risk, entrepreneurial competency development and self-efficacy that are predicted to influence the transition decision. This paper establishes hybrid entrepreneurship as an effective learning ground and path toward full-time entrepreneurship.

Providing insights into the factors that influence the transition, allows policy makers to establish systems and incubators to support hybrid entrepreneurs reach the tipping point at which they have sufficient knowledge to enter full-time entrepreneurship. This paper establishes the importance of developmental policies aimed at encouraging hybrid entrepreneurship. There are also implications for managers of hybrid entrepreneurs to establish policies that encourage a culture of transparency and reap the benefits of enhanced employee development.

The paper has three predominant sources of value. First, offering a multidisciplinary approach by extending an existing theory to a new context; second, through the establishment of a conceptual model, offering propositions readily linked to hypotheses for future empirical assessment and third, enhancing the visibility of hybrid entrepreneurship in the literature to encourage public policy intervention and support.

Principal preparation program pedagogy and course delivery are critical to principal candidates' preparedness to lead. Research around online program delivery, however, is relatively sparse. This study examined the extent to which university-based educational leadership programs offered fully online (FOL) pathways to the principalship, as well as program geographic locations and institutional characteristics most associated with FOL offerings.

Data were collected through website reviews and coding checks, and then merged with national postsecondary data. Data were analyzed using descriptive statistics, classification tree analysis, and geographic information system (GIS) mapping.

Roughly 43 percent of all reviewed programs offered an FOL pathway to licensure, which suggests substantial growth in FOL offerings over the last 10 years. While a number of factors were deemed important, geographic characteristics were most associated with FOL status. GIS mapping further illustrated findings with a visual landscape of program FOL offerings.

This study considered only programs for which degrees or certificates could be earned without ever visiting campus in-person for classes. Hybrid programs were excluded from the analysis.

Findings make a clear call for more research into online principal preparation program design and course delivery.

This study provides the first overview of fully online university-based principal preparation programs in the United States while also offering a previously unavailable landscape of all programs specifically leading to licensure. It is also the only higher education study to map or investigate factors associated with FOL offerings and raises questions about prior FOL higher education research.

Hybrid organizations offer an innovative approach to promote social impact. However, hybrids face the challenge of reconciling the dual mission (social/financial). The purpose is to understand how hybrids and information and communication technologies (ICT) interact, unveiling opportunities ICT offers for hybrids regarding the dual mission.

We used affordance theory and adopted a predominantly inductive approach inspired by the so-called “Gioia template.” The research design was based on semi-structured interviews with entrepreneurs, specialists, and people working in institutes, foundations, and accelerators, i.e. social actors operating in the hybrid organizational ecosystem in Brazil.

Our findings suggest that the affordances of the relationship between organizational and ICT resources act as facilitators. A theoretical contribution is conceptualizing “affordance of conciliation,” indicating how ICT resources might facilitate achieving social/financial goals, thus minimizing efforts to reconcile mission duality. Furthermore, we list categories and aggregate dimensions and elucidate how results aligned with goals are generated through the process-based model. We show that ICT has a significant role in helping hybrids overcome challenges.

Our results extend affordance theory with theoretical and practical implications. We highlight fundamental components that contribute to proposing the new concept of “affordance of conciliation.” We contribute to information systems literature by better understanding the social interactions between ICT and hybrids. Finally, we help hybrids understand the support of ICT resources to fulfill their dual mission.