Antecedents of demand-side search in servitization of manufacturing firms: the critical role of service-oriented HRM practices and market capability

Purpose The purpose of this paper is to explore the antecedents of demand-side search in service strategy of manufacturing firms. In particular, this study examines whether service-oriented human resource management (HRM) practices promote demand-side search by enhancing firms’ market capability as well as how top management service commitment and service organizing moderates this relationship in manufacturing firms. Design/methodology/approach...