Capabilities and partnership factors needed to offer product-service systems from a manufacturer-reseller perspective : A Case study of a European truck manufacturer in the Southeast Asian market

Abstract: Purpose: This study aims to examine what is needed by manufacturers and their resellers in thetruck manufacturing industry that wants to pursue a result-oriented PSS. More specifically, thisstudy aims to answer what capabilities are needed for the actors and address what partnershipfactor is needed for collaboration. At the same time, collaboration has been found vital to pursuea PSS, whereas partnership factors can be used to leverage the needed capabilities. Method: This study builds on a qualitative single case study research strategy. The unit of analysisconsists of the European truck manufacturer and its resellers in Singaporean and Malaysianmarkets that want to pursue a product-service system (PSS). The primary data collection wasdone through 24 interviews with decision-makers in a three-phase model, and internalPowerPoint presentations were collected as secondary data. The primary data was then analyzedusing thematic analysis. The main role of theory was to use it to develop interview guides andto be used to code per the thematic analysis. Findings: The result of this study is a framework that shows scholars and practitioners whatcapabilities and partnership factors are needed when planning to pursue a result-oriented PSS inthe truck manufacturing industry. Thirty-three capabilities were identified and categorized acrossvarious business areas, such as capabilities related to the operations of the PSS and innovation.This research further identified six essential partnership factors and explained how these couldbe used to leverage the identified capabilities. Lastly, this research presents a roadmap forprioritizing capabilities and partnership factors for early-stage PSS implementation. The first stepof five is that management should create a clear concept and direction and then create a dedicatedPSS unit to further get the necessary capabilities and partnership factors through iterations. Theoretical- and managerial implications: This study contributes to current PSS literature byexpanding the understanding of what capabilities and partnership factors are needed from amanufacturer-reseller perspective to offer a PSS. Also, it addresses how the partnership factorscan be used to leverage the identified capabilities. Managers can use the framework to evaluatewhich of the capabilities and partnership factors they already have or which they need to get. Itcan further be used to assess the other party before going into a PSS collaboration together. Theroadmap initially guides what is essential so managers can prioritize how to develop or acquirethe necessary capabilities and partnership factors.