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An investigation of the relationship between behavioral processes, motivation, investments in the service business and service revenue

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abstract Despite the established benefits of services in manufacturing companies, very few managers are motivated to invest resources in extending the service business. On the basis of a combination of qualitative and quantitative research approaches, we illustrate that managers cannot be easily motivated. Managerial motivation to extend the service business in manufacturing companies is more like a process that must grow organically. To do so, managers have to overcome some of the typical behavioral processes of manufacturing companies. In greater detail, we explore how the disbelief in the financial opportunities of services risk aversion in exploiting strategic opportunities, setting overambitious objectives and an overemphasis on obvious causalities limit managerial motivation to extend the service business. If manufacturing companies can overcome these
behavioral processes, the managerial motivation will increase, leading to more investments in the service business and thus enhancing service revenue and overall profitability.
   
type journal paper
   
keywords Behavioral processes; Managerial motivation; Service management; Manufacturing companies
   
project Internationalisierungskonzepte für industrielle Dienstleistungen
language English
kind of paper journal article
date of appearance 16-5-2007
journal Industrial Marketing Management
publisher Elsevier
ISSN 0019-8501
volume of journal 36
number of issue 4
page(s) 337 – 348
review double-blind review
   
citation Gebauer, H., & Fleisch, E. (2007). An investigation of the relationship between behavioral processes, motivation, investments in the service business and service revenue. Industrial Marketing Management, 36(4), 337 – 348.