International Business Administration: Business Models Innovation & Digital Servitization’s Strategies

A special issue of Administrative Sciences (ISSN 2076-3387).

Deadline for manuscript submissions: closed (30 September 2023) | Viewed by 2551

Special Issue Editor

E-Mail Website
Guest Editor
Law Department, Università degli Studi di Brescia, 25121 Brescia, Italy
Interests: corporate governance; non-financial disclosure; sustainable development goals

Special Issue Information

Dear Colleagues,

the digital transformation has created new opportunities for value creation and value capture over the long-run; firms are required to innovate their business models in order to take advantage of the new challenges imposed by the current business environment.

In this regard digitalization enables firms to change their value offerings by moving from product-based business models towards digital service-centric models, by adding new services using digital technologies. The diffusion of new technologies has highlighted the relevance of service, leading an increasing number of firms to invest in servitization practices in order to release the service business potential. Vandermerwe and Rada (1988) defined the servitization process as «the increased offering of fuller market packages or “bundles” of customer focused combinations of goods, services, support, self-service and knowledge in order to add value to core corporate offerings». Despite servitization is not a new issue for scholars, digital transformation has provided a new perspective to address this topic by investigating the potential strategies that firm may implement to enhance value creation by using digital technologies.

Firms can implement effective servitization strategies aimed to generate competitive advantage through reshaping their business boundaries, by developing new digital solutions. By combining digitalization with servitization, firms can strengthen their capabilities to enter new markets and to find blue oceans; this combination may enhance firms’ competitive advantage by getting closer to customers.

This special issue aims to investigate how digital technologies can enable firms to innovate their business models by implementing servitization strategies.

Both theoretical and empirical contributions are welcomed and interdisciplinary approaches are encouraged.


Vandermerwe, S., Rada, J. (1988) Servitization of business. European Management Journal, 6 (4), 14-324.

Dr. Alex Almici
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.


  • digital transformation
  • servitization
  • business models innovation
  • competitive advantage

Published Papers (1 paper)

Order results
Result details
Select all
Export citation of selected articles as:


22 pages, 2452 KiB  
Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities
by Nada Mallah Boustani and Claude Chammaa
Adm. Sci. 2023, 13(6), 151; - 06 Jun 2023
Viewed by 2181
This paper aims to explore Youth’s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together with three new variables from the [...] Read more.
This paper aims to explore Youth’s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together with three new variables from the reasoned action theory and the 5S Internet marketing model to propose a theoretical model on Youth’s digital marketing adoption. A survey was conducted in Italy (N = 165) and Lebanon (N = 150), and PLS analysis was implemented for the empirical testing of the proposed research model. In the Italian sample, Hedonic motivation, social influence, facilitating conditions, and efficiency significantly predicted the behavioral intention of digital marketing which, in turn, was significantly related to use behavior. Subsequently, in the Lebanese sample, the subjective norms of hedonic motivation, social influence, experience and habit predicted behavioral intention, which was positively related with use behavior. The results led to the conclusion that national cultures still play an important role in affecting digital marketing adoption among younger generations, especially in less industrialized and technologically developed countries. Therefore, companies should keep this aspect in mind when innovating and developing digital marketing strategies targeting this generation. Full article
Show Figures

Figure 1

Back to TopTop