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Bundling and exporting: Evidence from German SMEs

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  • Aquilante, Tommaso
  • Vendrell-Herrero, Ferran

Abstract

Drawing on the disciplines of operations management and international business theories, this paper evaluates the effect of bundling products and services on a firm’s export intensity. After surveying more than 4,000 German SMEs, we report several findings. First, bundling is a relatively rare activity, which is unevenly spread over sectors. Second, SMEs that bundle products and services are more productive than those selling products and services separately. Third, using regression analysis and matching techniques, we find that product–service bundling is strongly associated with higher levels of export intensity. Lastly, the competitiveness-enhancing effect of bundling goes beyond manufacturing, affecting non-manufacturing firms as well.

Suggested Citation

  • Aquilante, Tommaso & Vendrell-Herrero, Ferran, 2021. "Bundling and exporting: Evidence from German SMEs," Journal of Business Research, Elsevier, vol. 132(C), pages 32-44.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:32-44
    DOI: 10.1016/j.jbusres.2021.03.059
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    2. Ketan Reddy & Subash Sasidharan, 2022. "Servicification and global value chain survival: Firm‐level evidence from India," Australian Economic Papers, Wiley Blackwell, vol. 61(3), pages 455-473, September.
    3. Vendrell-Herrero, Ferran & Para-González, Lorena & Mascaraque-Ramírez, Carlos & Freixanet, Joan, 2024. "The order of the factors matters: How digital transformation and servitization integrate more efficiently," International Journal of Production Economics, Elsevier, vol. 271(C).
    4. Liu, Yihui & Wu, Aiqi & Song, Di, 2022. "Exploring the Impact of Cross-side Network Interaction on Digital Platforms on Internationalization of Manufacturing Firms," Journal of International Management, Elsevier, vol. 28(4).
    5. Pablo J. Moya-Fernández & Jean Pierre Seclen-Luna, 2024. "Evaluating the Effects of Information Sources on Innovation Outcomes: Are There Differences between KIBS and Manufacturing Firms from a Latin America Country?," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(1), pages 4024-4055, March.
    6. David Córcoles & Carmen Díaz-Mora & Rosario Gandoy & Ángela Triguero, 2023. "The role of servitization in international entrepreneurship: An analysis for Spanish manufacturing firms," Journal of International Entrepreneurship, Springer, vol. 21(2), pages 214-244, June.
    7. Shleha, Waleed & Vaillant, Yancy & Vendrell-Herrero, Ferran, 2023. "Entry mode diversity and closing commercial deals with international customers: The moderating role of advanced servitization," International Business Review, Elsevier, vol. 32(1).
    8. Vutha HING & Shandre Mugan THANGAVELU, 2024. "Servicification and Productivity of Manufacturing Enterprises in Cambodia," Working Papers DP-2024-07, Economic Research Institute for ASEAN and East Asia (ERIA).
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    More about this item

    Keywords

    Bundling; Innovation; Export; Servitization; SMEs;
    All these keywords.

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • F10 - International Economics - - Trade - - - General
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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