Service orientation of organizational structures

Item Type Journal paper

Despite high interest in how organizational structures facilitate service orientation in capital goods manufacturing companies, researchers have neglected this field. This article explores four different organizational approaches contributing to service orientation. The four types are termed (1) product SBU, (2) product-service SBU, (3) service-product SBU and (4) service SBU and product SBU. Each organizational approach reflects a unique degree of service orientation that leads to different levels of performance outcome. The description of organizational approaches enlightens the discussion of integration and the separation of product and service business. Complementary to existing research, the article clarifies whether companies should integrate or separate service and product functions in order to achieve service orientation.

Authors Gebauer, Heiko; Puetz, Felix; Fischer, Thomas & Fleisch, Elgar
Journal or Publication Title Journal of Relationship Marketing
Language English
Keywords Integration and separation of products and services, organizational distinctiveness, organizational function, strategic business unit, capital goods manufacturer
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 18 February 2009
Publisher Haworth Press
Place of Publication Binghamton, NY
Volume 8
Number 2
Page Range 103-126
Number of Pages 24
ISSN 1533-2667
ISSN-Digital 1533-2675
Publisher DOI 10.1080/15332660902876687
Depositing User Heiko Gebauer
Date Deposited 18 Feb 2009 23:49
Last Modified 23 Aug 2016 11:05


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Gebauer, Heiko; Puetz, Felix; Fischer, Thomas & Fleisch, Elgar (2009) Service orientation of organizational structures. Journal of Relationship Marketing, 8 (2). 103-126. ISSN 1533-2667

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