Devising hybrid solutions: an exploratory framework

In this study, we present an exploratory framework to support the development of hybrid solutions within the context of product-centric servitisation. We hypothesise that the development of hybrid solutions should be driven by two main variables: the potential value in use of the product and the perceived risk associated with the value creation process. Moreover, we suggest splitting the perceived risk into availability, use, process and environment-related components. Hence, based on these variables, we suggest: (i) the services that should be attached to a product; (ii) the effect of these attached services on the customer value creation process; and (iii) the benefits that both customer and supplier can achieve from the delivery of hybrid solutions. The practical implications of this study are discussed with respect to several case examples.