Work in Progress
Positive effects of firms’ service diversification on competitive advantages have been documented. However, how to achieve service diversification remains unclear. Although studies point out information technology (IT) can enhance service diversification, the effects of specific ITs need further investigation. This study proposes a conceptual model to study the effects of four specific ITs usage on service diversification from resource-based view. Moreover, we investigate the moderating effect of macro innovation environment. Firm-level data were collected from 690 logistics firms in 23 cities in China. Our results show that all four ITs contribute to service diversification. Macro innovation environment negatively moderates the relationship between emerging technologies and service diversification.
Lei, Yang; Zhang, Yiying; and Cheung, Waiman, "Cultivating Service Diversification: A Cross-level Study" (2018). ICEB 2018 Proceedings. 23.