The effect of Supply Chain collaboration on the servitization strategies in the pharmaceutical industry

This paper focuses on the investigation of the effect of supply chain collaboration on the relationships between different levels of services (base, intermediate and advanced) and their impact on servitization consequences and performance within pharmaceutical industry. A quantitative research methodology was implemented and a sample of 219 pharmacy stores (servitized companies) responded to the online questionnaire. Data was analysed through exploratory and confirmatory factor analysis. Multiple regression was used to test moderation. Main findings emphasize the role of collaboration as a key moderator on the enhancement of the potential impact of advanced and intermediate services on servitization consequences and performance