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… Click to show full abstract
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.
Journal Title: Journal of Business Research
Year Published: 2021
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