Servitization in International Markets: Capabilities, Ecosystems and the Orchestration of Value Across International Borders
DETAILS
Call for Papers
Servitization in International Markets: Capabilities, Ecosystems and the Orchestration of Value Across International Borders
Journal: International Marketing Review
Publisher: Emerald Publishing
Manuscript Submission Opens: 1 September 2027
Full Paper Submission Deadline: 1 December 2027
This Special Issue invites review articles, conceptual papers, and empirical studies examining how firms develop, manage, and scale servitization strategies across international markets.
About the Special Issue
Servitization represents the transition from traditional product-centric business models toward integrated product–service systems and outcome-based offerings. While servitization has become an established research field across marketing, operations, strategy, and innovation, its international dimension remains comparatively underexplored.
The Special Issue seeks to advance understanding of how organizations develop the capabilities, partnerships, ecosystems, and governance mechanisms necessary to create and capture value across different institutional, cultural, regulatory, and geographic environments.
Particular attention is given to international servitization in the context of digitalization, AI, global value chains, sustainability, market entry, cross-border ecosystems, and geopolitical and economic uncertainty.
Key Research Areas
Servitization and international market positioning
B2B and B2C customer relationships in international markets
Designing and pricing outcome-based offerings across countries
Governance of services across diverse legal and regulatory environments
Scaling advanced services and outcome-based business models internationally
Organizational, relational, and digital capabilities for international servitization
Cross-border service ecosystems and global partnerships
Buying, selling, and deploying new services globally
Digital platforms and international servitization
AI and data-driven global service offerings
Data governance across international markets
Value capture and protection in international servitization
Outcome- and performance-based contracts
Servitization and global trade
Tariffs, localization, and the transition from products to services
Reconfiguration of global value chains through servitization
Sustainability and environmental performance
Servitization and firms' net-zero transitions
Institutional and cultural influences on servitization adoption
International market complexity and service innovation
Guest Editors
Vicky Story, Ali Bigdeli, Tim Bains
Feedback Opportunity
A special session at the 2027 Spring Servitization Conference is planned for May 2027. Authors developing papers for the Special Issue may have an opportunity to present their work and receive feedback from the Guest Editors.
Participation is not required for submission and does not guarantee publication in the Special Issue.
Key Deadlines
Opening Date for Manuscript Submissions: 1 September 2027
Closing Date for Manuscript Submissions: 1 December 2027
Submission Information
Submissions should be made through the International Marketing Review ScholarOne Manuscripts system. Authors should select the relevant Special Issue title during the submission process and follow the journal's author guidelines.
Author Guidelines – International Marketing Review
Submitted manuscripts must be original and must not be under consideration for publication elsewhere while under review.
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