Services Extending Products: A Comparative Analysis in Emerging and Developed Countries

This paper aims to explore the differences on service infusion, technological turbulence and product extension in companies located in emerging and developed countries. We conducted a survey in Brazilian and Italian companies. The data was analyzed by means of descriptive statistics focusing on the comparison between these two countries. Our preliminary results show that companies from emerging countries seems to suffer lower impact of technological turbulence, while they explore higher levels of service infusion and product extension. Complementarily, companies positioned in developed countries are more related to technological development and are more devoted to a product-centric orientation. At this moment, we cannot affirm if these results are related to companies’ capabilities or to market demands, but we propose future studies to go beyond on this subject.