Hybrid Value Creation
نویسندگان
چکیده
More and more firms shift their focus from offering standalone products or services towards hybrid value creation. While previous research clearly states four value creating attributes, their role and impact in different types of hybrid offerings is so far unclear. To close this gap, this paper investigates 52 successful offerings of hybrid value creation and provides an organizational perspective to this challenge. Using a deductive case study analysis, first distinctive clusters of hybrid value creation are identified. Next, the role and impact of the four value creating attributes for each cluster is systematically derived. As a result, a two-step strategy for the successful design of hybrid offerings is suggested: When implementing hybrid value creation, first, the type of hybrid value creation has to be determined. Second, depending on the corresponding cluster the key value creating attribute(s) need to be carefully designed. The paper concludes by indentifying further areas for research.
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