... strategies Digitalization Ecosystem Co-creation The business model of hybrid offerings, incorporating innovative services on product platforms, holds significance for firms aiming to move beyond cost leadership strategies (Bustinza et al., 2017 ; Rabetino et al., 2018...

...) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above. Design/methodology/approach A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were...

... model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets. Design/methodology/approach An online survey was used to collect the data from 150 manufacturing firms. The data...