{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,10]],"date-time":"2026-02-10T19:03:15Z","timestamp":1770750195245,"version":"3.50.0"},"reference-count":182,"publisher":"Emerald","issue":"10","license":[{"start":{"date-parts":[[2023,1,18]],"date-time":"2023-01-18T00:00:00Z","timestamp":1674000000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JBIM"],"published-print":{"date-parts":[[2023,11,14]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Building on contingency theory, this paper aims to investigate the extent to which the \u201c4Ps international adaptation strategy\u201d and internationalization intensity shape the servitization\u2013profitability relationship.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The authors use primary (survey) and secondary (archival) data to perform multiple regression analysis.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The results indicate a positive relationship between servitization and profitability, and international intensity strengthens this association. The effects, however, are not consistent across the 4Ps \u2013 the price international adaptation strategy strengthens the positive relationship between servitization and profitability, while product and place international adaptation strategies weaken that relationship.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The findings have implications for the role of international intensity and the 4Ps in the marketing servitization context.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The study provides guidance for small firms in realizing higher performance by leveraging the 4Ps in the servitization context. Counter to expectations, placement and product lead to lower performance with increasing servitization, whereas price strengthens this relationship. The study adds to the international industrial management and marketing literature, providing evidence that contingency factors such as international marketing mix adaptation\/standardization strategies moderate the servitization\u2013profitability relationship.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jbim-03-2022-0145","type":"journal-article","created":{"date-parts":[[2023,1,16]],"date-time":"2023-01-16T11:17:35Z","timestamp":1673867855000},"page":"2197-2219","source":"Crossref","is-referenced-by-count":6,"title":["When in Rome, do as the Romans do: can international marketing adaptation improve the association between servitization and profitability?"],"prefix":"10.1108","volume":"38","author":[{"given":"Maria Jo\u00e3o","family":"Guedes","sequence":"first","affiliation":[]},{"given":"Nuno","family":"Fernandes Crespo","sequence":"additional","affiliation":[]},{"given":"Pankaj 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