Table 11.
Summary of the hypotheses included in this study.
| Hypotheses | Description | Whether support or not |
|---|---|---|
| H1 | The perceived normative pressure by the manufacturer positively affects the manufacturer to adopt servitization strategy | Yes |
| H2 | The mimetic pressure perceived by the manufacturer positively affects the servitization strategy of the manufacturer. | Yes |
| H3 | The coercive pressure perceived by the manufacturer positively affects the servitization strategy of the manufacturer. | Yes |
| H4a | Individualistic identity orientation negatively moderates the impact of normative pressure on manufacturer servitization. | Yes |
| H4b | Individualistic identity orientation negatively moderates the impact of mimetic pressure on manufacturer servitization. | Yes |
| H4c | Individualistic identity orientation positively moderates the impact of coercive pressure on manufacturer servitization. | No |
| H5a | Relationship identity orientation positively moderates the impact of normative pressure on manufacturer servitization. | No |
| H5b | Relational identity orientation positively moderates the impact of mimetic pressure on manufacturer servitization. | Yes |
| H5c | Relational identity orientation negatively moderates the impact of coercive pressure on manufacturer servitization. | Yes |
| H6 | The servitization strategy of manufacturers positively affects the marketing performance of enterprises. | Yes |
| H7 | The servitization strategy of manufacturers negatively affects the financial performance of enterprises. | Yes |