A qualitative investigation of infusing products with service via strategic alliances among SMEs: a case of servitization

Abstract

This study aims to understand the role of strategic alliances in successful SME servitization. A qualitative approach was adopted, elaborating a script for semi-structured interviews to be applied to some SMEs. Based on content analysis and using NVivo software, it is concluded that servitization and alliances are two strategies that are connected, with a complementary relation, through the share of resources and knowledge, creating competitive advantages and adding value to business models, while also improving the final client’s experience. This study intends to contribute more insights to provide SME owners–managers with the results of combining the two strategies analysed here.

Synthesizing three decades of digital servitization: a systematic literature review and conceptual framework proposal

“…Externally, alignment extends to the service provider network and customer expectations (Ceci and Masini 2011;Paiola et al 2013). Similarly, servitization applies in B2B and B2C domains, serving as a differentiator and pathway to future alliances and customer loyalty (Baines et al 2017;Pombo and Franco 2023).…”