A Practical Guide to Combining Products and Services

Venkatesh Shankar, Texas A&M University
Leonard L. Berry, Texas A&M University
Thomas Dotzel, McGill University

Hybrid solutions – goods and services combined into innovative offerings – can help firms attract new customers and increase demand from existing customers. This article presents four potential hybrid combinations with guidelines for determining which is most appropriate and most likely to be successful.

This paper appeared in Harvard Business Review, November 2009, 94-99.