Service orientation: changing in Tunisian industrial firms

Abstract

This paper focuses on the development of services in industrial firms. Specifically, the main objective is to identify the antecedents of service orientation. It first presents the existing literature to understand how industrial firms adopt and develop service in their business strategies. Second, it shows the results of a field study implemented in Tunisian industrial firms. The study revealed that the managerial motivation, the firm and environment characteristics have potential effects on service orientation.