TAILIEUCHUNG - Hybrid Offerings: : How Manufacturing Firms Combine Goods and Services Successfully

The second of these new initiatives launched in September of 2008 is a similar partnership between an organization called World of Good, Inc. and online auction giant eBay. This collaboration is known as World of Good by eBay and their tagline is “Where your Shopping Shapes the World.” The partnership was formed with the idea that there is a growing consumer need for trusted information, and for transparency into how and where products are made. Both World of Good and are based on the principles of the LOHAS, or Lifestyles of Health and Sustainability, consumer. (See. | 0 Marketing Journal of Marketing Article Postprint 2011 American Marketing Association All rights reserved. Cannot be reprinted without the express permission of the American Marketing Association. Hybrid Offerings How Manufacturing Firms Combine Goods and Services Successfully Wolfgang Ulaga and Werner J. Reinartz Wolfgang Ulaga is Associate Professor of Marketing and Electricité de France EDF Chair in Marketing HEC School of Management Paris Marketing Department 1 rue de la Libération 78351 Jouy-en-Josas Cedex France. Phone 33 1 39 67 73 08 Fax 33 1 39 67 70 87 email ulaga@. Werner J. Reinartz is Professor of Marketing University of Cologne Albertus Magnus Platz 1 D-50923 Cologne Germany. Phone 49 221 470 5751 Fax 49 221 470 5191 email . The authors thank Maik EisenbeiB Mark Houston and Parsu Parasuraman participants at the 2008 Informs Marketing Science Conference Vancouver participants at the 2009 Conference in Selling Sales Management Houston and seminar participants at the National University of Singapore and Instituto Empresa Barcelona for their comments on previous versions of this manuscript. They also thank the Marketing Science Institute MSI the HEC Foundation at HEC School of Management Paris and INSEAD for financial support. Vanessa Gartmeier Laetitia Lévèque Dominik Orbach Vincent van Putten and Lara Lobschat provided research assistance. 0 Hybrid Offerings How Manufacturing Firms Combine Goods and Services Successfully Abstract This article examines key success factors for designing and delivering combinations of goods and services . 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 this study develops a resource-capability .

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