Hybrid value creation: a systematic review of an evolving research area

This systematic review analyses literature on the work of hybrid value creation, i.e. the process of generating additional value by innovatively combining products (tangible component) and services (intangible component). A state of the art report on hybrid value creation is delivered by first systematically identifying and then analyzing 169 publications focusing on hybrid value creation. The identified publications are clustered into eight categories based on their links and interactions and thus a mapping of this evolving field is suggested. A discussion and reflection of the findings with respect to the pervasiveness of literature and the research methodologies used is provided. The paper concludes by identifying some dominant strategic gaps in the overall research landscape and provides directions for future research.ZusammenfassungDas Ziel des vorliegenden Beitrags ist es, einen Überblick über den aktuellen Stand der Forschung im Bereich hybrider Wertschöpfung zu geben. Hybride Wertschöpfung bezeichnet einen Prozess, bei dem durch innovative Kombination von Produkten (materielle Komponente) und Dienstleistungen (immaterielle Komponente) zusätzliche Werte geschaffen werden. Der aktuelle Stand des Forschungsfeldes wird auf Basis einer systematischen Literaturanalyse präsentiert. Insgesamt werden 169 Publikationen analysiert. Diese lassen sich in acht thematischen Kategorien bündeln. Eine systematische Analyse und Diskussion der grundlegenden Ansätze und Trends in jeder dieser Kategorien liefert ein Gesamtbild des aktuellen Forschungsstandes und zeigt zentrale Forschungslücken. Der Beitrag schließt mit einem Ausblick auf die zukünftigen Herausforderungen der hybriden Wertschöpfung und Empfehlungen für zukünftige Forschung.

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