Priorities When Selecting Business Partners for Service Innovation: The Contingency Role of Product Innovation

Stefan Markovic, Marin Jovanovic, Mehdi Bagherzadeh, Cristina Sancha, Marija Sarafinovska, Yuqian Qiu

Research output: Contribution to journalJournal articleResearchpeer-review


Firms increasingly engage in business-to-business cooperation to develop relevant innovations. Scholars have shown that firms can improve service innovation either by cooperating with suppliers or by cooperating with competitors. However, there is a dearth of research examining the relative importance of cooperating with suppliers and competitors to improve service innovation, and how this relative importance depends on embracing product innovation. Based on a cross-industry sample of 16,062 Spanish firms, this article addresses these research gaps, finding that firms can benefit from cooperating with both suppliers and competitors to boost service innovation, without prioritizing either. However, this article also shows that, if firms embrace product innovation, they should prioritize cooperating with competitors to boost service innovation.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)378-388
Number of pages11
Publication statusPublished - Jul 2020


  • Business-to-business
  • Cooperation
  • Coopetition
  • Product innovation
  • Service innovation

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