Coordinating and Aligning a Service Partner Network for Servitization: A Motivation-Opportunity-Ability (MOA) Perspective

Jawwad Raja*, Thomas Frandsen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review


Servitization has received increasing attention in the extant literature, yet the understanding of its implications for the service supply network is not as well developed. Servitizing firms are often beholden to external partner organizations for delivering services. To understand the service supply network perspective, we adopt the motivation-opportunity-ability (MOA) framework to examine how partner organizations need to be motivated to behave in a way that is congruent with the goals of the focal firm, which requires the focal firm to provide the opportunity and ability for service partners to deliver. We discuss the need for coordination and alignment among the different actors in a service supply network and how changes to one actor’s MOA is likely to impinge on others in the network.
Original languageEnglish
Title of host publicationThe Palgrave Handbook of Servitization
EditorsMarko Kohtamäki, Tim Baines, Rodrigo Rabetino, Ali Ziaee Bigdeli, Christian Kowalkowski, Rogelio Oliva, Vinit Parida
Number of pages20
Place of PublicationCham
PublisherPalgrave Macmillan
Publication date2021
ISBN (Print)9783030757731
ISBN (Electronic)9783030757717, 9783030757700
Publication statusPublished - 2021


  • Servitization
  • Service supply networks
  • MOA

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