SERVITIZATION IN FAMILY FIRMS: A CASE FROM AN ITALIAN MANUFACTURING INDUSTRY

Purpose: We study how family firms can overcome their innovation-related barriers thanks to a strategic alliance. In particular, we focus on the interorganizational factors that facilitate the development of servitization strategies. These are of paramount importance for the competitiveness of SMEs operating in the elevator industry. Design/Methodology/Approach: we conducted a longitudinal case study, exploring some firms in a consortium of 20 small- and medium-sized Italian family firms operating in the elevator industry. Findings: Although preliminary, our findings confirm that small and medium-sized family firms can innovate their service-orientation thanks to strategic alliances; we found that it is relevant the role played by the ‘boundary spanners’ and the pressure to protect their business and family from rivalries. Originality/Value: This is a first attempt to shed lights on how networks can help innovation and servitization of small- and medium-sized family firms, thus helping them in overcoming their abilitywillingness parado