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Coordinating and Aligning a Service Partner Network for Servitization: A Motivation-Opportunity-Ability (MOA) Perspective

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The Palgrave Handbook of Servitization

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Abstract

Servitization has received increasing attention in the extant literature, yet the understanding of its implications for the service supply network is not as well developed. Servitizing firms are often beholden to external partner organizations for delivering services. To understand the service supply network perspective, we adopt the motivation-opportunity-ability (MOA) framework to examine how partner organizations need to be motivated to behave in a way that is congruent with the goals of the focal firm, which requires the focal firm to provide the opportunity and ability for service partners to deliver. We discuss the need for coordination and alignment among the different actors in a service supply network and how changes to one actor’s MOA is likely to impinge on others in the network.

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Notes

  1. 1.

    The MOA framework has typically been used at an individual level to examine human behavior, which can also be applied at an organizational level of analysis (see Karatzas et al., 2020; Raja & Frandsen, 2017).

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Authors and Affiliations

  1. Department of Operations Management, Copenhagen Business School, Frederiksberg, Denmark

    Jawwad Z. Raja & Thomas Frandsen

Authors
  1. Jawwad Z. Raja
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  2. Thomas Frandsen
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Corresponding author

Correspondence to Jawwad Z. Raja .

Editor information

Editors and Affiliations

  1. School of Management, University of Vaasa, Vaasa, Finland

    Marko Kohtamäki

  2. Aston Business School, Aston University, Birmingham, UK

    Tim Baines

  3. School of Management, University of Vaasa, Vaasa, Finland

    Rodrigo Rabetino

  4. Aston Business School, Aston Triangle, Aston University, Birmingham, UK

    Ali Ziaee Bigdeli

  5. Department of Management and Engineering, Linkoping University, Linköping, Sweden

    Christian Kowalkowski

  6. Mays Business School, Texas A&M University, College Station, TX, USA

    Rogelio Oliva

  7. Department of Business Administration, Luleå University of Technology, Luleå, Sweden

    Vinit Parida

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Raja, J.Z., Frandsen, T. (2021). Coordinating and Aligning a Service Partner Network for Servitization: A Motivation-Opportunity-Ability (MOA) Perspective. In: Kohtamäki, M., et al. The Palgrave Handbook of Servitization. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-75771-7_33

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