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Service customisation and standardisation in combinatory knowledge-intensive business services

Service customisation and standardisation in combinatory knowledge-intensive business services The trade-off between customisation and standardisation in service offerings has been widely debated in the literatures on service in general and on knowledge-intensive business services (KIBS) specifically. Moving beyond this trade-off, this paper introduces a new type of service offering, called combinatory KIBS, distinguished by their capability to combine customisation and standardisation. Based on a sample of approximately 500 KIBS, our results show that combinatory KIBS develop specific business strategies which achieve superior performance in customisation and standardisation. They pair customer interaction aimed at service customisation and knowledge codification useful in providing standard services, while also investing in networking. Keywords: knowledge-intensive business services; KIBS; standardisation; customisation; modularity; combinatory KIBS. Reference to this paper should be made as follows: Bettiol, M., Di Maria, E. and Grandinetti, R. (2015) `Service customisation and standardisation in combinatory knowledge-intensive business services', Int. J. Knowledge-Based Development, Vol. 6, No. 3, pp.241­260. Biographical notes: Marco Bettiol is an Assistant Professor in Business Management in University of Padova, Department of Economics and Management `Marco Fanno', Padova (Italy). His research focuses on creativity, design and innovation. More recently he studies knowledge-intensive business services and their relevance for firm's competitiveness. His research has been published in international books http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Knowledge-Based Development Inderscience Publishers

Service customisation and standardisation in combinatory knowledge-intensive business services

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Publisher
Inderscience Publishers
Copyright
Copyright © 2015 Inderscience Enterprises Ltd.
ISSN
2040-4468
eISSN
2040-4476
DOI
10.1504/IJKBD.2015.072812
Publisher site
See Article on Publisher Site

Abstract

The trade-off between customisation and standardisation in service offerings has been widely debated in the literatures on service in general and on knowledge-intensive business services (KIBS) specifically. Moving beyond this trade-off, this paper introduces a new type of service offering, called combinatory KIBS, distinguished by their capability to combine customisation and standardisation. Based on a sample of approximately 500 KIBS, our results show that combinatory KIBS develop specific business strategies which achieve superior performance in customisation and standardisation. They pair customer interaction aimed at service customisation and knowledge codification useful in providing standard services, while also investing in networking. Keywords: knowledge-intensive business services; KIBS; standardisation; customisation; modularity; combinatory KIBS. Reference to this paper should be made as follows: Bettiol, M., Di Maria, E. and Grandinetti, R. (2015) `Service customisation and standardisation in combinatory knowledge-intensive business services', Int. J. Knowledge-Based Development, Vol. 6, No. 3, pp.241­260. Biographical notes: Marco Bettiol is an Assistant Professor in Business Management in University of Padova, Department of Economics and Management `Marco Fanno', Padova (Italy). His research focuses on creativity, design and innovation. More recently he studies knowledge-intensive business services and their relevance for firm's competitiveness. His research has been published in international books

Journal

International Journal of Knowledge-Based DevelopmentInderscience Publishers

Published: Jan 1, 2015

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