Servitization in China via an External Service Partner Network: Applying the MOA Framework

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Previous research has predominately focused on the servitization strategies of Western manufacturers in advanced economies, neglecting the potential in those which are emerging, such as China. This paper explores the role of the external service partner network of a European manufacturer providing services in China in order to develop a better understanding of the challenges. An in-depth multiple case study approach was taken to examine the parent company, its subsidiary in China and the related service partner network. Data collection involved all three actors and took place in Denmark and China. The findings suggest that motivation, opportunity and ability (MOA) need not only be mutually reinforcing for the organization attempting to move towards services but also congruent within the external service partner network. Furthermore, the findings suggest that an external service partner may not be able to deliver higher value-added services that need customization. This is the first paper to apply the MOA theoretical framework to understanding an external service partner network. It outlines important considerations for organizations wishing to provide advanced services and the inherent challenges and complexities for a Western manufacturer of attempting to move towards greater service provision in China.
Original languageEnglish
Title of host publicationAcademy of Management Proceedings : Meeting Abstract Supplement
Place of PublicationBriar Cliff Manor, NY
PublisherAcademy of Management
Publication date2016
Article number11535
Publication statusPublished - 2016
EventThe Academy of Management Annual Meeting 2016: Making Organizations Meaningful - Anaheim, United States
Duration: 5 Aug 20169 Aug 2016
Conference number: 76


ConferenceThe Academy of Management Annual Meeting 2016
Country/TerritoryUnited States
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