Product-service systems in Egypt: a multicase evaluation of field repair

• Published in: International journal of emerging markets Vol. 17; no. 2; pp. 505 - 529
• Main Authors: Owida, Aly, Byrne, P.J, Heavey, Cathal, El-Kilany, Khaled S
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 26.01.2022; Emerald Group Publishing Limited
• Subjects: Competitive advantage; Economic development; Emerging markets; Globalization; Manufacturers; Manufacturing; Outsourcing; Sales; Supply chains; Telecommunications; Egypt; Africa; After-sales service; Internationalization; Field service; Egypt; Emerging markets; Product-service systems
• ISSN: 1746-8809; 1746-8817
• DOI: 10.1108/IJOEM-01-2020-0084

PurposeThe purpose of this paper aims to evaluate field repair within product-service system (PSS) models operated by multinational manufacturers in the Egyptian emerging market to better understand the unique characteristics of this evolving market and to identify differences compared to established markets.Design/methodology/approachCase research was conducted on multinational manufacturers providing field repair services in Egypt. The sample is made up of 12 companies across different industries using convenience and purposive sampling. Data were collected using structured interviews.FindingsThere is no common model for field repair PSSs provision in the Egyptian emerging market even within the same industry, which is influenced by several factors. One of these factors is the market type being emerging or established. However, some commonalities have been found between some industries such as computer, telecommunications and document processing. Yet, there is no structural difference in the supply networks used to provide field repair service offerings in the Egyptian emerging market compared to established markets with the trend of outsourcing evident as a main attribute of a PSS in emerging markets. The main differences between established and emerging markets are related to country, culture and customer factors, which are market-based. Among the main challenges and risks that internationalized manufacturers face in Egypt, is the low level of customer awareness.Research limitations/implicationsFindings are limited to the studied cases and industries; yet, internationalized firms must deal with some unique challenges and difficulties in emerging markets.Practical implicationsThis paper assesses PSS requirements and provides deeper insights for companies looking to provide or expand manufacturing-based offerings into the Egyptian emerging market.Originality/valueThis paper contributes to the evolving research on PSSs, particularly in emerging markets through identifying and describing different field repair PSS models in the Egyptian emerging market.