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This article seeks to answer the following research question: How does the focus of attention and situated attention contribute to the formulation and implementation of the service orientation in the business strategy?

Structural equation modelling is used as a research methodology.

The paper suggests that the formation and implementation of service orientation in the business strategy is influenced strongly by managerial attention.

The results suggest that a survey is suitable for investigating managerial cognition and attention, but future research should benefit from obtaining data on managerial attention through interviews or secondary data such as company documents.

The main effect on strategy implementation and the moderating role of situated attention suggest that managers should be aware of the potential inertia by implementing a service‐oriented business strategy. The main effects for strategy formulation suggest that the formulation of a service‐oriented business strategy is triggered through decreasing product margins in the case of product‐oriented companies, whereas it is triggered by increasing customer expectations for service‐oriented companies.

The study examines the moderating effects of focus of managerial attention and situated management attention on the service orientation of business strategy.

Extending the service business in manufacturing firms has received significant attention in recent research. As it has been acknowledged by many authors, developing a service orientation can offer additional benefit potential. However, achieving profit with a competitive strategy depends on the firm’s characteristics and equally on environmental ones. In this scope, the present paper aims to identify antecedents to service orientation and the impact of this strategy on the firm’s performance.

The authors first conducted a qualitative research to identify the different forms used to serve clients. Then to test the hypotheses, the authors conducted a quantitative study on a sample of 130 Tunisian firms belonging to three key Tunisian industries.

The findings show that the managerial motivation, the firm’s characteristics in addition to environmental characteristics must be considered as antecedents to service orientation. The study has in fact verified the positive impact of service orientation on the firm’s performance and the fact that the business sector has a moderating effect on this relationship.

At the business level, marketing managers have to commit to finding new opportunities by valorizing market survey, establishing a management mechanism and controlling their service offer system. They have to try to internally “sell this service project” before thinking of adopting a service-oriented marketing strategy. However, industrial firms must equally take into account the services’ specificities for a better management of products/services. In fact, the intangible and the heterogeneous aspect of services increase risk perception and the degree of uncertainty among clients more than in a purchasing situation of a simple product. Consequently, marketing managers have to elaborate a specific approach, decide on a list of offered services, on their method and on quality standards to finally decide on the price. At the economic level, extending the service business has potential benefit for manufacturing firms and consequently for economy. Therefore, manufacturing firms seeking to invest in the service business must be encouraged by the government’s industrial policy. It is very important to help them overcome the obstacles to service adoption by providing financial incentives. In addition, it is very important to help them use and develop the technologies needed to improve the delivery of services.

In spite of the significant number of studies in this respect, the strategic perspective of service orientation was not as well developed as the organizational perspective and the theoretical development of this field remains underdeveloped. The authors noticed that the empirical applications of previous studies revealed divergent results that can be sometimes contradictory, particularly when they examine the impact of service orientation on performance. Besides, in recent research, “deservitization” appears as a solution adopted by managers who are unable to generate high revenues or margins to cover the additional investment in services. Consequently and considering the lack of consensus in previous studies, the authors’ principal objective is to identify the antecedents of service orientation and to test its impact on the industrial business performance. Additionally, and from an empirical point of view, the authors notice that the majority of past research on service orientation of industrial businesses was conducted in developed countries, whereas the empirical study of the present work was conducted in an emerging country in a transitional phase: Tunisia. Finally, because previous literature has assumed homogeneity on service strategies across sectors, the authors tried to show whether the business sector matters in terms of the relationship between service orientation and the manufacturing firm’s performance.

The purpose of this paper is to analyse the problems associated with the development of e‐government in Southern Africa Development Community (SADC) countries and propose a novel framework for adopting service orientation. This framework includes a new approach and architecture for implementing service orientation called SBA‐eGOV (Service Based Architecture for E‐Government).

A comprehensive literature review was carried out to study various service oriented architecture (SOA) adoption strategies and implementation methods. The most appropriate adoption strategy and implementation method were selected. Web service adoption and implementation/development methodologies were designed separately, and then integrated to form one single framework. Web services best practices were studied to identify the specificities of web services for e‐government projects in SADC countries. A service orientation framework, which includes a service orientation development/implementation method, was developed for e‐government projects. Data from the UN report on e‐government readiness for year 2004‐2010 were analysed.

The trend showed that the e‐government index of SADC countries has been stagnating (even degrading) since 2005. One of the main reasons is the lack of software application integration. The main area of weakness is the lack of a complete framework for adopting and implementing web services. A framework for adopting service orientation, developing web services and deploying e‐services is required to enable application software integration.

By applying the proposed framework, e‐services can be deployed more rapidly to citizens, businesses and government departments.

SBA‐eGOV can be adopted by countries where e‐government projects have completed the “Internalisation” and “Interaction” stages and use to deliver e‐services to citizens.

This work comprises development of a new framework, SBA‐eGOV, which consists of a service‐orientation adoption methodology, a service‐orientation implementation methodology and a service‐based architecture for government. SBA‐eGOV is a novel and complete framework which addresses service‐orientation adoption, development and implementation. To date, no such research work has been undertaken to analyse and solve the problems surrounding e‐government projects in SADC.

The purpose of this paper is to test the feasibility of using a biodata inventory to measure service‐orientation – one's disposition to be helpful, thoughtful, considerate, and cooperative – across cultures in a sample of 1,324 owners of businesses.

Subjects in Austria, The Czech Republic, Hungary, Latvia, Slovakia, and Slovenia are given the inventory in order to predict their on‐the‐job service‐oriented performance.

Within the samples, the service‐orientation ratings are highly correlated with extroversion and openness to experience in all six countries, and agreeableness in five countries and conscientiousness in four countries. The correlations of these scales with service‐orientation are as high as or higher than those generally obtained with measures of service‐orientation with customer service representatives.

The analysis lends credence to the notion that service‐orientation may be effectively measured by biodata within small organizations across multiple cultures.

This paper examines the utility of a personality‐oriented biodata inventory for explaining levels of customer service‐oriented performance across six countries. Little cross‐country research has been done on the owners of business thus this paper helps to fill in gaps in the literature dealing with business owners and the importance of personality attributes to explain service‐oriented performance.

Due to the convergence of rapid business developments and digitization challenges, service orientation is back on the research agenda as a concept to improve firms’ business services. Yet, little is known about the type of determinants that are relevant and to what degree they affect a firm’s service-oriented strategy.

Building on structural equation modeling (SEM) and a unique data set of 131 international firms from different continents, the authors identify and analyze the key determinants in the context of a firm’s service-oriented strategy.

The findings show that in order to cater for changes, organizations have to manage and adapt the coherence of the determinants’ business services, business processes and knowledge sharing continuously. Moreover, the results show that a service-oriented strategy is not only influenced by business services as such, but business services mediate the relationships between business processes, governance and process-aware information systems to a service-oriented strategy.

A limitation is imposed by the limited sample size and the unbalanced response of participants (executive management). In future research, a more extensive survey among a broader group of participants will help the authors to develop their model further in order to generalize the results, as well as more finely grained research related to geography and size might be pursued. Future empirical research is necessary to identify and test the relationships between other constructs and study their effect on a firm’s service-oriented strategy.

On a practical level, the authors postulate that an organization’s executive management should pay attention to invest in an organizational entity (department) that manages business services continuously. This organizational entity has to ensure that related processes and knowledge sharing are in place to establish and maintain a service-oriented strategy.

This research contributes to service-oriented literature by operationalizing the implementation of an organization’s service-oriented strategy. The authors’ insights go beyond the findings of Aier et al. (2011). The authors found that a service-oriented strategy influences service-oriented project success positively. The authors extended these findings, based on a unique data set, by studying business services and influencing determinants (i.e. business processes, governance, PAIS and knowledge sharing) within the context of service orientation. The renewed attention to the concept of service orientation provides insights into critical determinants that influence the implementation of a service-oriented strategy.

(Digital) servitization, referring to service-driven strategies and their increasing implementation in manufacturing, is one of the most rapidly growing areas in industrial service research. However, the cultural change involved in successful servitization is a phenomenon that is widely observed but poorly understood. This research aims to clarify the processes of social construction as manufacturers change their organizational culture to transform into industrial service providers.

This research takes a systematic approach to integrate disparate literature on servitization into a cohesive framework for cultural change, which is purposefully augmented by rationale culled from organizational learning and sensemaking literature.

The organizational learning framework for cultural change in servitization introduces a dynamic perspective on servitizing organizations by explaining social processes between organizational and member-level cultural properties. It identifies three major cultural orientations toward service, digital and learning that govern successful servitization.

This research contributes to the servitization literature by presenting a new approach to reframe and explore cultural change processes across multiple levels, thus providing a concrete starting point for further research in this area.

Information and communication technology (ICT) is a key enabler for new product‐ and process‐oriented services. The purpose of this paper is to investigate how ICT can enable service differentiation and, in doing so, act as a catalyst for a service business orientation.

The paper is based on a qualitative, multi‐case research design with eight multinational goods manufacturers.

The paper identifies two distinct types of service‐oriented differentiation: services in support of the product (SSP) and services in support of the client's actions (SSC). The study finds that SSC have the largest positive impact on firms' service business orientation.

Western firms in a limited sample of industries are studied. Furthermore, the service business orientation construct does not include any measurements of service profitability or impact on overall competitive advantage.

To various extents, successful firms are likely to pursue both SSP and SSC differentiation traits through ICT. The two options are interdependent and the framework presented helps managers to understand both key specificities and their interrelatedness.

The study contributes to theory on service strategies by specifically focusing on the enabling role of ICT for new services and its effects on each of the three dimensions of the service business orientation construct.

The paper aims to provide a better understanding of the interrelatedness of customer and service orientations in the organizational structures of capital goods manufacturing companies.

A qualitative, multi‐case research design was employed using 36 European capital goods manufacturing companies.

This article explored four different patterns of how companies move from being product‐focused to service‐focused, and from having an organizational structure that is geographically focused to one that is customer‐focused. The four patterns are termed as follows: emphasizing service orientation, service‐focused organizational structure, emphasizing customer orientation, and customer‐focused organizational structure.

Although the study is based on 36 case studies, the external validity (generalizability) of the findings could not be assessed accurately.

The description of the four organizational approaches offers guidance for managers to restructure their companies towards service and customer orientations.

The article links the relatively independent discussions of service and customer orientations in the context of organizational structures. The four patterns provide a better understanding of how capital goods manufacturers integrate increased customer and service focuses in their organizational structures.

With the growing interest in service orientation research, the concept has been demonstrated to be a defining factor in the creation of superior customer service and value. The purpose of the paper is to evaluate service orientation as a socially constructed variable, empirically examine its relationship with measures of organization performance, and offer implications for management.

This study was conducted to conceptualize and measure service orientation as an element of organizational culture, understand the linkage between service orientation as a strategic choice and organizational performance, and measure service orientation utilizing a multi‐informant approach.

The data indicated that organizational service orientation in banking is positively correlated with employee commitment, longevity, and esprit de corps, consumer products performance, service quality image, and banking profitability.

The study had five principal limitations: the relationships were tested in one industry, the study was cross‐sectional, the researchers were dependent on self‐reported data, the incidence of low job performance may have affected other relationships in the study, and the number of strategic units was relatively small.

Organizational commitment and esprit de corps are important facets of an organization's culture that lead to longevity, higher service quality and profits.

This study is a step forward in investigating the organizational service orientation/organizational performance relationship in the arena of banking.

To co-create value through dynamic collaborations, enterprises and their suppliers need to orchestrate the integration of complementary resources when providing business services. As such enterprises' strategic decision to apply a plural sourcing strategy to establish dynamic collaborations with their suppliers implies that both in-house and outsourced business services should be bundled into a business services portfolio. However, the antecedents that affect a business services portfolio have rarely conceptually been identified.

Drawing on resource orchestration theory, the authors theoretically developed and empirically validated a business services portfolio conceptual model. The model aims at explaining the critical antecedents to a business services portfolio based on a unique data set, comprising 121 international enterprises with variation in the degree of outsourcing, size, geographies and maturity. Partial least squares structural equation modelling was used to examine the relationships among the antecedents and a business services portfolio.

The findings show that the antecedent, i.e. plural sourcing strategy, modularised business processes and customer orientation have a direct and significant effect on the enterprises' business services portfolio orchestration. The results of the mediation test indicate that modularised business processes fully mediate the relationships between three independent variables with the orchestration of business services portfolio.

This study is the first to analyse the impact of plural sourcing strategy, modularised business processes and customer orientation on the business services portfolio orchestration from a plural sourcing context. Additionally, it examines the mediating role of modularised business processes in the relationship between the antecedents and business services portfolio orchestration.