Should we cooperate? Game theory insights for servitization

• Published in: International journal of service industry management Vol. 32; no. 5; pp. 835 - 859
• Main Authors: Wagstaff, Scott, Burton, Jamie, Zolkiewski, Judy
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 11.10.2021; Emerald Group Publishing Limited
• Subjects: Big Data; Business to business commerce; Competitive advantage; Cooperation; Customer services; Decision making; Game theory; Gamification; Internet of Things; Management; Manufacturers; Manufacturing; Mixed methods research; Service industries; Success; Oil industry; Servitization dynamics; Mixed methods; Game theory; Business relationships
• ISSN: 1757-5818; 1757-5826
• DOI: 10.1108/JOSM-11-2020-0430

PurposeAn abundance of literature suggests that organisations adopting a cooperative approach achieve greater rewards than those that act in opposition or isolation. An emerging body of work also highlights the multiple actors involved in servitization. Despite this, in some contexts the benefits of servitization are not apparent. This paper examines business relationships in the oil industry and how they affect levels of servitization.Design/methodology/approachA mixed method study employing qualitative and quantitative methods was used to fully explore the context. In the quantitative phase, 48 oil industry specialists responded to a scenario based on game theory. This aimed to determine if the relationships between their respective organisations are cooperative or adversarial. Abduction drove a second qualitative phase. This consisted of a series of semi-structured interviews used to explore the servitization level and influence of servitization on relationships and vice versa.FindingsThe statistical results suggest that all parties used adversarial strategies despite the publicised intent to work cooperatively. The interviews suggested that increasing (decreasing) servitization could increase (decrease) cooperation and, in turn, value co-creation but revealed nuances to this effect. It also adds to our understanding of the darker side of servitization by illustrating the impact of mimetic isomorphism.Originality/valueThe findings add to understanding of the complex dynamics around servitization by showing that it is only at advanced levels of servitization that cooperative behaviour is observed, and base and intermediate levels result in non-cooperative behaviour and thus illustrate the importance of adopting a multi-actor lens to explore servitization.