{"@context":{"@vocab":"https://cir.nii.ac.jp/schema/1.0/","rdfs":"http://www.w3.org/2000/01/rdf-schema#","dc":"http://purl.org/dc/elements/1.1/","dcterms":"http://purl.org/dc/terms/","foaf":"http://xmlns.com/foaf/0.1/","prism":"http://prismstandard.org/namespaces/basic/2.0/","cinii":"http://ci.nii.ac.jp/ns/1.0/","datacite":"https://schema.datacite.org/meta/kernel-4/","ndl":"http://ndl.go.jp/dcndl/terms/","jpcoar":"https://github.com/JPCOAR/schema/blob/master/2.0/"},"@id":"https://cir.nii.ac.jp/crid/1361981471453729408.json","@type":"Article","productIdentifier":[{"identifier":{"@type":"DOI","@value":"10.1509/jm.09.0395"}},{"identifier":{"@type":"URI","@value":"https://journals.sagepub.com/doi/pdf/10.1509/jm.09.0395"}},{"identifier":{"@type":"URI","@value":"https://journals.sagepub.com/doi/full-xml/10.1509/jm.09.0395"}}],"dc:title":[{"@value":"Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully"}],"description":[{"type":"abstract","notation":[{"@value":"<jats:p>This article examines key success factors for designing and delivering combinations of goods and services (i.e., hybrid offerings) in business markets. Goods manufacturers, unlike pure service providers, find themselves in a unique position to grow revenues through hybrid offerings but must learn how to leverage unique resources and build distinctive capabilities. Using case studies and depth interviews with senior executives in manufacturing companies, the authors develop a resource–capability framework as a basis for research and practice. Executives identify four critical resources: (1) product usage and process data derived from the firm's installed base of physical goods, (2) product development and manufacturing assets, (3) an experienced product sales force and distribution network, and (4) a field service organization. In leveraging these specific resources, successful firms build five critical capabilities: (1) service-related data processing and interpretation capability, (2) execution risk assessment and mitigation capability, (3) design-to-service capability, (4) hybrid offering sales capability, and (5) hybrid offering deployment capability. These capabilities influence manufacturers’ positional advantage in two directions: differentiation and cost leadership. The authors propose a new typology of industrial services and discuss how resources and capabilities affect success across categories of hybrid offers.</jats:p>"}]}],"creator":[{"@id":"https://cir.nii.ac.jp/crid/1381981471453729409","@type":"Researcher","foaf:name":[{"@value":"Wolfgang Ulaga"}],"jpcoar:affiliationName":[{"@value":"Marketing Department, HEC School of Management, Paris"},{"@value":"IMD—International Institute for Management Development"}]},{"@id":"https://cir.nii.ac.jp/crid/1381981471453729408","@type":"Researcher","foaf:name":[{"@value":"Werner J. Reinartz"}],"jpcoar:affiliationName":[{"@value":"University of Cologne"}]}],"publication":{"publicationIdentifier":[{"@type":"PISSN","@value":"00222429"},{"@type":"EISSN","@value":"15477185"}],"prism:publicationName":[{"@value":"Journal of Marketing"}],"dc:publisher":[{"@value":"SAGE Publications"}],"prism:publicationDate":"2011-11","prism:volume":"75","prism:number":"6","prism:startingPage":"5","prism:endingPage":"23"},"reviewed":"false","dc:rights":["https://journals.sagepub.com/page/policies/text-and-data-mining-license"],"url":[{"@id":"https://journals.sagepub.com/doi/pdf/10.1509/jm.09.0395"},{"@id":"https://journals.sagepub.com/doi/full-xml/10.1509/jm.09.0395"}],"createdAt":"2011-09-28","modifiedAt":"2025-03-12","relatedProduct":[{"@id":"https://cir.nii.ac.jp/crid/1360290617391565312","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"Formulating Service-Oriented Strategies for Servitization of Manufacturing Companies"}]},{"@id":"https://cir.nii.ac.jp/crid/1360568466879201792","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"Optimal pricing problem for a pay-per-use system based on the Internet of Things with intertemporal demand"}]},{"@id":"https://cir.nii.ac.jp/crid/1360848659110271616","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"A framework for managing and utilizing product–service system design knowledge"}]},{"@id":"https://cir.nii.ac.jp/crid/1360861705580834560","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"Servitization maturity model: developing distinctive capabilities for successful servitization in manufacturing companies"}]},{"@id":"https://cir.nii.ac.jp/crid/1390004222614013312","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@language":"en","@value":"Ontological Descriptions for Integrating Design Information of Product-Service Systems"}]},{"@id":"https://cir.nii.ac.jp/crid/1390851485573946624","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@language":"en","@value":"Design Modeling for Value Co-creation in Manufacturing Companies"},{"@language":"ja","@value":"製造業における価値共創と設計モデリング"}]},{"@id":"https://cir.nii.ac.jp/crid/1390864634467863552","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@language":"en","@value":"Digital Servitization: The Effect of Buyer-Seller Relationships and Market Sensing on the Servitization of Manufacturing"},{"@language":"ja","@value":"デジタル・サービタイゼーション：企業間関係および市場感知能力が製造業のサービス化へ与える影響"},{"@language":"ja-Kana","@value":"デジタル ・ サービタイゼーション : キギョウカン カンケイ オヨビ シジョウ カンチ ノウリョク ガ セイゾウギョウ ノ サービスカ エ アタエル エイキョウ"}]}],"dataSourceIdentifier":[{"@type":"CROSSREF","@value":"10.1509/jm.09.0395"},{"@type":"CROSSREF","@value":"10.20965/ijat.2020.p0690_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.1016/j.ijpe.2019.08.012_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.5057/kansei.19.2_55_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.3390/su12229657_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.1080/09537287.2015.1033493_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.1108/jmtm-07-2021-0248_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"},{"@type":"CROSSREF","@value":"10.5844/jsmd.27.1-2_19_references_DOI_6sukqcNwFqyOSeb0Uq54HZYTLuj"}]}