The Relevance of Hybrid Value Creation

Abstract

It is increasingly recognized, as seen in the epigraph above, that more and more firms are shifting their focus from offering standalone products or services towards offering integrated combinations of products and services to better meet specific demands of customers (Araujo and Spring 2006; Davies 2004; Oliva and Kallenberg 2003; Tukker 2004; Windahl et al. 2004). The popularity of combining products and services, however, is not enough for such a strategy to be successful and to motivate firms to experiment with this phenomenon. It has to make economic sense, i.e., it has to create value that can be monetized.