Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation

Wirths, Oliver; Tóth, Zsófia; Diaz Ruiz, Carlos A.

Abstract

This study examines the adversarial dynamics that emerge when service firms assess that manufacturers’ servitization initiatives pose an existential risk to their survival as independent organizations. Adopting an industrial networks perspective, this investigation explores how service firms respond to manufacturers’ servitization initiatives that threaten to disintermediate them. The study explores how Maintenance, Repair, and Overhaul firms (MROs) in the aviation industry respond to servitization initiated by Original Equipment Manufacturing firms (OEMs). Empirically, interviews with 49 experienced managers were conducted in the service network to understand their strategic pathways. Their responses reveal that MROs can resist servitization by strengthening their relationships with airlines or developing service-led advanced services. Alternatively, MROs can support OEMs’ servitization by becoming subcontractors or licensed resource integrators. This study shows that servitization depends on the orchestration of service network actors with differing interests, making it contingent and multilateral.

Citation

Wirths, O., Tóth, Z., & Diaz Ruiz, C. A. (2024). Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation. Industrial Marketing Management, 119, 162-177. https://doi.org/10.1016/j.indmarman.2024.04.004

• Journal Article Type: Article
• Acceptance Date: Apr 8, 2024
• Online Publication Date: May 2, 2024
• Publication Date: May 2, 2024
• Deposit Date: May 10, 2024
• Publicly Available Date: May 10, 2024
• Journal: Industrial Marketing Management
• Print ISSN: 0019-8501
• Electronic ISSN: 1873-2062
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 119
• Pages: 162-177
• DOI: https://doi.org/10.1016/j.indmarman.2024.04.004
• Public URL: https://durham-repository.worktribe.com/output/2436440
• Additional Information: This article is maintained by: Elsevier; Article Title: Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation; Journal Title: Industrial Marketing Management; CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.indmarman.2024.04.004; Content Type: article; Copyright: © 2024 The Author(s). Published by Elsevier Inc.