Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market

Abstract

Purpose

The purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).

Design/methodology/approach

To capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs.

Findings

The findings indicate that organizational support for service plays a vital role in hybrid offerings. Specific paths, such as a service-oriented corporate culture and management commitment to service, are necessary conditions for successful hybrid offerings.

Originality/value

The study sheds new light on the causal relationship underlying hybrid offerings in Pakistan, one of the Next Eleven countries, which is among the fastest-developing economies. We identified various paths to the financial and non-financial success of hybrid offerings within the Pakistani manufacturing MNE sector, which, to the best of our knowledge, has been underexplored. Additionally, we considered the digitalization dimension, which integrates and strengthens previous configurational models.

Citation

Leonidou, E., Battisti, E., Ahmad, M.I. and Campo, R. (2024), "Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market", International Marketing Review, Vol. 41 No. 3/4, pp. 827-846. https://doi.org/10.1108/IMR-04-2022-0103