The Strategy of Combining Products and Services: A Literature Review

Amulya Gurtu

9 citations0/0 files storedServices Marketing Quarterly

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Service and Product Innovation Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

This article provides the analyses of the academic literature on offering a combination of products and services. Trend analyses were performed from 1995 through the end of 2016 on the various parameters such as journals publishing this type of research, changes in the use of keywords, citation frequency, and research contribution from different authors, disciplines, and nations. The analyses presented a clear trend that research in combining product and services accelerated after the year 2000 indicating a focus on research in this area in the 21st century. This highlights many emerging trends in this area.

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2003Evolving to a New Dominant Logic for Marketing 2007Service-dominant logic: continuing the evolution 2008From a literature review to a conceptual framework for sustainable supply chain management 2011Customer Engagement 2007Managing the co-creation of value 2008On value and value co-creation: A service systems and service logic perspective 1988Servitization of business: Adding value by adding services 2012Critical service logic: making sense of value creation and co-creation

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