sus ainabili y
A icle
Sus ainabili y De elopmen o Knowledge-In ensi e
Business Se ices: S a egic Ac ions and
Business Pe o mance
Ve onika Bumbe o áand F an išek Milicho ský*
Facul y o Business and Managemen , B no Uni e si y o Technology, CZ-61200 B no, Czech Republic;
[email p o ec ed].cz
*Co espondence: [email p o ec ed].cz; Tel.: +420-54-114-3782
Recei ed: 2 July 2019; Accep ed: 16 Sep embe 2019; Published: 19 Sep embe 2019


Abs ac :
The ecogni ion o he ele ance o knowledge-in ensi e business se ices (KIBS) is
becoming especially acu e in he Eu opean Union and e en mo e impo an o many eme ging
economies. The objec i e o he p esen s udy is wo old: (1) o examine whe he an empi ically-based
ypology o sus ainabili y de elopmen can be cons uc ed o KIBS; (2) o iden i y whe he di e en
de elopmen pa e ns a e associa ed wi h di e en business pe o mance ou comes. The empi ical
e idence is based on quan i a i e and i m-le el da a ga he ed h ough an email ques ionnai e which
yielded 128 quali ied esponses om KIBS in he Czech Republic. The analysis is based on explo a o y
ac o and clus e analysis o iden i y he clus e membe ship and o assess he ela ionship wi h
pe o mance ou comes i has been used he pa ame ic es one-way ANOVA. Da a analysis e ealed
ha h ee dis inc pa e ns ypes o KIBS exis , which we e associa ed wi h di e en pe o mance
ou comes. Wi h ega d o he le el o sus ainable de elopmen , we ound he conse a i e KIBS
ollowing ma ke ex ension h ough a eposi ioning o exis ing and e ised se ices, inno a ing KIBS
ollowing a new se ice de elopmen s a egy ocusing mainly on complemen s o line ex ension o
exis ing se ices based on changes in echnology and middle- anged KIBS ocusing on adi ional
s a egy o comp ehensi eness o se ices o “mo e se ices unde one oo ”. Inno a ing KIBS
ou pe o m o he ypes o KIBS in all inancial and non- inancial pa ame e s. The esul s ha e
implica ions o p ac ices in ol ed in s a egy de elopmen in se ices and use ul o go e nmen
e o s. The limi a ion o he esea ch is done by ocus on small companies, ope a ing mainly in ICT
and a chi ec u al and enginee ing se ices.
Keywo ds:
sus ainable de elopmen ; s a egy ype; knowledge-in ensi e business se ices (KIBS),
business pe o mance; sus ainable pe o mance; pa e ns o beha io ; Czech Republic
1. In oduc ion
Se ices a e inc easingly becoming he dominan ac i i ies in de eloped economies and hei
g ow h is no independen , bu a he is closely linked o he o he sec o s o he economy [
1
].
The g owing impo ance and ocus on he se ices sec o esea ch is he esul o signi ican
mani es a ions o he cu en s uc u al changes o he economically de eloped coun ies, which
ha e been no ed pa icula ly o e he pas wen y yea s. In se ices, a ound 70% o added alue is
cu en ly being gene a ed in OECD coun ies, and he end o his sha e con inues o g ow. I is no
su p ising ha a majo i y o sus ainabili y- ela ed s udies we e conduc ed in a de eloped coun y
con ex , global business o ganiza ions mus p omo e esea ch on sus ainabili y assessmen issues in
he de eloping coun ies [
2
]. I is well known, ha he knowledge-in ensi e business se ices (KIBS)
as a small p opo ion o all se ices, is signi ican in e ms o economic bene i s and as he key pa o
Sus ainabili y 2019,11, 5136; doi:10.3390/su11185136 www.mdpi.com/jou nal/sus ainabili y
Sus ainabili y 2019,11, 5136 2 o 19
he g ow h in alue-added, employmen and labo p oduc i i y [
3
]. I also ep esen s one o he majo
segmen s ha is a acili a o o knowledge, ex e nal in o ma ion, and an inno a ion acili a o o o he
clien businesses [4].
The esul s clea ly show ha KIBS a e e y he e ogeneous and he e is g ea need o deepen ou
unde s anding o he ypes o business de elopmen hey unde ake [
5
–
10
]. The empi ical s udies in
p esen days ep esen an a emp o in es iga e pa e ns, scena ios o modes o compe i i e, cogni i e
and inno a ion ac i i ies. Fo example, Co oche e al. [
6
] explo ed he KIBS’ ‘black box’ loca ed in I aly,
in es iga ing sec o al a ie y and common pa e ns ac oss di e en ypologies, as well as he e ogenei y,
is d i en by a i m and ma ke -speci ic cha ac e is ics. The au ho s’ esul s sugges , ha he e a e ou
p o iles o KIBS: in e ac i e inno a ion mode, p oduc inno a ion mode, conse a i e inno a ion mode,
and echno-o ganiza ional inno a ion mode and each clus e membe ship was associa ed wi h s a egy
adop ion as he mos signi ican de e minan . Miles, e al. [
11
] ound six clus e s o KIBS loca ed in
an eme ging economy such as Russia: Non-inno a o s; o ganiza ional change inno a o s; ma ke ing
inno a o s; echnology-o ien ed inno a o s; non- echnological inno a o s and di e si ied inno a o s
and dis ibu ion o companies ac oss he clus e s in e ms o hei size and he ype o se ices.
E idence om de eloped coun ies has ou lines he posi i e e ec s o KIBS on sus ainable
de elopmen o he economy [
12
–
15
]. The ecogni ion o he ele ance o KIBS i ms is becoming
especially acu e in he Eu opean Union and e en mo e impo an o many eme ging economies [
11
,
16
].
The Czech Republic is a small pos -communis egime coun y loca ed in Cen al Eu ope wi h a he
sho dis ances, good accessibili y, an ex emely s ong economic posi ion o he capi al ci y P ague and
a signi ican po ion o manu ac u ing and R&D business employmen loca ed in non-me opoli an
egions (Ženka e al. [
17
]). Conside ing he ela i ely small size o he Czech economy, he s ong
posi ion o manu ac u ing indus ies and he lowe sha e o KIBS in o al employmen [
18
]. The Czech
Republic is in a si ua ion whe e he main d i e o he economy is indus ial specializa ion, which
is also linked o many comme cial se ices. So a , less impo an in he domes ic economy know
in ensi e se ices. Employmen o he Czech popula ion in knowledge indus ies se ices g ew a
a as e a e (1.3%) in 2008–2017 compa ed o he EU-28 (0.9%), al hough con e gence is only e y
slow. In he EU, knowledge-based indus ies make up 40% o o al employmen on a e age and 33%
in he Czech Republic (2017 da a). One o he posi i e examples o KIBS in he Czech Republic is IT
and so wa e se ices, whe e he impo ance in he economy and expo pe o mance is inc easing.
The expo po en ial also shows a chi ec u al and enginee ing ac i i ies and c ea i e sec o such as
design. Howe e , he KIBS sec o c ea ed less han 17% o he alue-added o SMEs, compa ed o
almos 22% in Eu ope [
19
]. The success ul de elopmen o KIBS companies can be seen as a p e equisi e
o u he sus ainable de elopmen o he Czech economy in e ms o inc easing he alue o expo s
and imp o ing he posi ion in global alue chains.
Looking a his issue om si ua ional o con ingency heo y pe spec i e, one could su mise
ha he business pe o mance is he ou pu o alignmen wi h he se ice, p ocess inno a ion based
on echnology domain, ma ke s a egy and o ganiza ional changes o each KIBS, gi ing ise o he
ollowing empi ical esea ch ques ions:
(1)
Is i possible o di ide KIBS by he ea u es o s a egic ac ions and subsequen o ganiza ional
changes in o homogeneous a eas?
(2)
A e he e dependencies be ween pe cei ed s a egic ac ions and business pe o mance o KIBS?
(3)
Which o he de elopmen ac i i ies con ibu e o conside able di e ences among business
pe o mance?
D awing on a su ey-based i m-le el da ase , he aim o his pape is o es whe he : (1) o
examine whe he an empi ically-based ypology o sus ainabili y de elopmen can be cons uc ed o
KIBS; (2) o iden i y whe he di e en de elopmen pa e ns a e associa ed wi h di e en business
pe o mance ou comes, e alua ing he he e ogenei y d i en by KIBS. The esul s could be use ul o
manage s and owne s in his sec o and go e nmen e o s o suppo he de elopmen ac i i ies o
Sus ainabili y 2019,11, 5136 3 o 19
hese companies. The nex sec ions in oduce he heo e ical amewo k wi h he ocus on KIBS sec o
and subsequen me hodology p o ides he de ails o da a collec ion and analy ical me hods, he ou h
sec ion p esen s he indings o he analyses and inal sec ion summa izes he conclusions o s udy
esul s. The aim o his s udy is e alua ing he he e ogenei y d i en by KIBS.
De ining o Knowledge-In ensi e Business Se ices (KIBS)
The e a e di e en app oaches o de ining KIBS (see e.g., [
9
,
20
]). Gene ally, his sec o is
cha ac e ized by he p i a e sec o o small en e p ises wi h a high le el o knowledge and o ien a ion
o i s se ices o o he o ganiza ions (p i a e and public sec o ) ha a e p edominan ly non- ou ine [
20
].
O e he las decade, he economic and business li e a u e has been la gely discussing compe i i e
s a egies and inno a ion pa e ns in KIBS, bo h om a heo e ical pe spec i e and, o a lesse ex en ,
om an empi ical poin o iew [
6
]. The empi ical s udies pe o m analyses and compa isons based
on mic o-le el da a om Communi y Inno a ion Su ey (CIS), nomencla u e classi ica ion (NACE)
o on he p io dis inc ion be ween p o essional KIBS (p-KIBS: business and managemen se ices,
legal and accoun ing ac i i ies, ma ke esea ch, e c.) and echnical KIBS ( -KIBS: IT ela ed se ices,
enginee ing, R&D consul ing, e c.) as i s ly p oposed by [9].
In pa icula , i has been obse ed ha adi ional indus ial classi ica ions and economic
nomencla u es, mainly based on he cha ac e o he goods and se ices p oduced, and on inpu s,
p ocesses and echnology o p oduc ion—like o example hose which e e o he NACE classi ica ion
used in he Eu opean Communi y, can be inadequa e when no misleading o di e en ia e he a ious
ypes o i ms ha o m he KIBS sec o [8].
2. The Resea ch F amewo k o Sus ainable De elopmen o KIBS
In his pape , we de ine sus ainable de elopmen using he dominan de ini ion es ablished by
he Wo ld Commission on En i onmen and De elopmen (WCED), published by [
2
]: “Sus ainable
de elopmen means mee ing he needs o he p esen wi hou comp omising he abili y o u u e
gene a ions o mee hei own needs. This de ini ion means ha i ms engaged in sus ainabili y need
o seek s a egies ha simul aneously c ea e economic alue.
Thesus ainablede elopmen in e mso long- e mg ow handsu i alisd i enbydi e en ia ion,
i s abili y o p o ide unique and supe io alue in e ms o quali y, se ices, and special ea u es
o a e -sales se ice. The e o e, esea ch has begun o es whe he s a egic and o he ea u es
con igu a ions o ac ions and p ac ices ha e a di e en impac on i m esul s [
5
,
6
,
12
–
15
]. The wo ks
by Te he [
7
] and F eel [
3
] p o ide impo an s eps in he di ec ion o explo ing di e ences ac oss KIBS.
I seems ha he e ogenei y o KIBS sec o conce ns no many ac o s as he size o companies, o he
kind o se ices p o ided, bu a he s a egy adop ed, cogni i e aspec s o knowledge ea u es [8].
These issues a e de ined by Scheuing and Johnson [
21
] acco ding o Anso ’s p oduc -ma ke
expansion ma ix who iden i ied ou di e en de elopmen s a egies o se ices ha can be pu sued
using ou di e en ypes anging om new se ice/ma ke s, h ough new se ice lines and se ice
line ex ensions, o se ice imp o emen s. Howe e , he se ice/ma ke de elopmen s a egies should
be suppo ed by inno a ions and changes in o ganizing in e nal esou ces. Figu e 1shows he esea ch
amewo k o sus ainable de elopmen o KIBS in his s udy.
In he middle is he alignmen , which is based on he p emise ha simul aneously, many
con ingencies a e embedded in he esea ch model [
22
]. The goal is ying o ind clus e s o a iables
ha collec i ely de ine a meaning ul and cohe en slice o o ganiza ional eali y [
23
]. All indi idual
de e minan s a e desc ibed in he nex sec ions.
Sus ainabili y 2019,11, 5136 4 o 19
Figu e 1. The esea ch amewo k o sus ainable de elopmen o KIBS.
2.1. P oduc (Se ice) and P ocess Inno a ion
The compe i i e ad an age o KIBS i ms p ima ily elies on he de elopmen , adap a ion, and
comme cializa ion o knowledge-based se ices, p oduc inno a ion plays a c ucial ole in KIBS’
ope a ions [
24
,
25
]. The new p oduc de elopmen (NPD) li e a u e classi ies inno a ion in o di e en
ypesandcap u es hein ensi yo i ms’inno a ione o swi hina echnologicaldomain. Theemphasis
on inno a ion in se ices is o en placed on con inui y a he han newness
Voss e al., [26]
. One o
he key c i e ia which ha e been used as he basis o es ablishing he ypologies is he deg ee o he
adicalness o inno a ion.
A loni is e al. [
27
] o e a ypology which classi ies se ice inno a ion in o six di e en ypes: new
o- he-ma ke se ices, new- o- he-company se ices, new deli e y p ocesses, se ice modi ica ions,
se ice line ex ensions, and se ice eposi ioning. P oduc and o he inno a ions can gi e he company
a compe i i e ad an age o he ex en ha he echnology unde lying such inno a ions emains
p op ie a y [
27
]. La uen e e al. [
24
] a e using commonly used scale p oposed in he Oslo Manual o
e alua ing se ice inno a ions: (1) eplacemen o p oduc s being phased ou ; (2) ex ension o p oduc
ange wi hin main p oduc ield h ough echnologically new p oduc s; (3) ex ension o p oduc ange
wi hin main p oduc ield h ough echnologically imp o ed p oduc s; and (4) ex ension o p oduc
ange ou side main p oduc ield. O he s like [
27
–
29
] a e using adi ional da a (e.g., CIS) wi h a he
dicho omous (1-new o signi ican imp o ed se ices, o he wise 0) a iables. P oduc inno a ions
a e de eloped o mee o ou s and he o e ings o he company’s compe i o s. A loni is e al. [
27
],
sugges ha his g oup o se ices is de eloped o mee o ou s and he o e ings o he company’s
compe i o s. Fu he , he KIBS implemen ed p oduc (se ice) inno a ion is associa ed wi h how
se ices a e p o ided and o ganized, and in u n, a ec s he ela ion wi h use s in e ms o cus ome
sa is ac ion [6].
Rod iguez and Camacho [
30
] and Miles e al. [
11
], iden i ied echnology, as a ac o e lec ing
companies’ o ien a ion owa ds p oduc inno a ion. Acco ding o Co oche e al. [
6
] is echnology
adop ion non-in e ac i e sou ce o knowledge explained by he (ICT) echnologies used in se ice
p oduc ion/deli e y p ocess. The de elopmen o echnology has implica ions, which conce ns wi h
he modes and iming o p oduc ion and deli e y o some ypes o se ices much mo e possible and
easie . This p ocess can in oduce some dis ance be ween se ice de elopmen and u iliza ion. I could
c ea e he geog aphical each o KIBS and, acco dingly, he pe cep ion o inc easing in e na ional
p essu e on local i ms [
6
]. This g oup o a iables cha ac e izes i ms ha a e a he on ie in e ms o
adop ion and use o new echnologies bu ha a e also likely o ely upon ex e nal d i e s o inno a ion,
such as specialized supplie s o angible echnological inpu s.
Technology de elopmen emphasizes he newness o he se ice’s ope a ing/deli e y p ocess
(i.e., ha dwa e, so wa e) o he company, he echnological newness o he se ice’s deli e y p ocess
Sus ainabili y 2019,11, 5136 5 o 19
and i s subsequen newness o he cus ome , and he newness o he new se ice de elopmen and
ma ke ing p ocess o he company [
29
]. Howe e , KIBS i ms specializing in a se ice like law o
enginee ing may in oduce a comple ely new se ice and many o hem ha e de eloped consul ancy
o e ings—wi hou he use o any new echnologies [
11
]. While p o essional KIBS a e mo e keen o
adop new echnologies, echnical KIBS a e mo e ocused on moulding hem [
6
]. This heo e ical
e idence sugges s ha echnology de elopmen e lec ing companies’ o ien a ion owa ds p oduc
inno a ion and imp o emen o se ice’s ope a ing/deli e y p ocess [
6
,
30
]. This heo e ical e idence
sugges s ha KIBS as a sec o is conduci e o g ea e se ice inno a ion le el based on changes
in echnology.
2.2. Ma ke space
E en es ablished KIBS a e on he lookou o new oppo uni ies eme ging in new ma ke s o
ensu e u u e de elopmen in e ms o g ow h and su i al. Fu he mo e, being able o o e new o
exis ing se ices o p ocesses may imp o e a company’s posi ioning in exis ing ma ke s [
31
]. Ma ke
de elopmen s a egies e lec he b ead h o he geog aphic ma ke s se ed and he i m’s pu sui
o new dis ibu ion channels [
32
] so hey a e closely in e linked wi h ma ke ing ac ions. B anzei
and Ve insky [
32
] sugges ha high-g ow h i ms a e wice as likely as low-g ow h i ms o esea ch
and en e new ma ke s. They ound, ha mo e in ense ma ke de elopmen s a egies cons ained
exploi a ion while an inc eased ocus on exis ing niches os e ed he comme cializa ion o inc emen al
inno a ions. KIBS a ge ing o speci ic niche ma ke s can o e dis inc ad an ages and can a oid
ha ing o compe e solely on cos agains la ge en e p ises wi h g ea e economies o scale and deli e
high-quali y p oduc s, hey can h i e in small olumes wi h high ma gins.
Howe e , he se ice inno a ions (especially mo e adical) which a e un es ed and b inging in o
he new ma ke s a e a e y isky s a egy Rod
í
guez and Nie o [
33
]. As a esul o he in e ac ion
be ween se ice p o ide s and hei cus ome s, some inno a ion ac i i ies a e aimed a adap ing he
se ices o he use s
´
needs, which migh in i sel be conside ed a o m o inno a ion Rod
í
guez and
Nie o [
33
] which is o en unde he p o ec ion o he con ac be ween he se ice p o ide and he
cus ome . This may be a ba ie o dis ibu ing and deli e ing se ice inno a ion o o eign ma ke s
as well.
2.3. Ma ke ing Ac ions
Ma ke ing de elopmen s a egy in ol ing signi ican changes in design, placemen , p omo ion
o p icing ac i i ies [
34
]. This s a egy leads o ac ical ma ke ing ac ions such as changes in sales o
dis ibu ion me hods, ad e ising o pe manen exhibi ions. The objec i e is o inc ease he appeal
o he i ms’ p oduc s in e ms o ma ke pene a ion and/o o en e new ma ke s [6]. These ac ions
ocus on cus ome ’s needs, opening new ma ke s, o eposi ioning a company’s p oduc wi h he
in en o inc ease sales. Ma ke ing s a egies a ec inancial ou comes o small businesses and lead
o he sus ainable de elopmen o hese companies. An e ec i e ma ke ing s a egy inc eased sales
and dominance in a a ge ed ma ke [
35
]. KIBS manage s/owne s a e asked wi h using a ious
communica ion le els o de e mine which consume popula ions a e mos likely o alk abou a
company b and o help in luence quan i iable ways o sales and p o i abili y [36].
KIBS can use ma ke ing communica ions o ob ain in o ma ion and ad ice, o e in o ma ion
abou p oduc s, and pe suade a ge cus ome s on he me i s o a pa icula p oduc [
37
]. P oduc
p esen a ion is a e y impo an ma ke ing ool in e ms o pene a ion o en e ing new ma ke s and
help o p omo e b ands. Building a aluable b and inc eases cus ome alue pe cep ion, gi es he
p oduc a highe quali y le el, inc eases p o i abili y [
38
] and lead o he sus ainable de elopmen
o hese companies. Companies ha ha e a s ong b and name achie e be e pe o mance and
ma ke ing capabili ies [
39
]. The KIBS ocusing on ma ke ing ac ions a e likely o ha e a be e abili y
o inc ease cus ome sa is ac ion, also o success ully adap o changing ma ke needs, o disco e and

Sus ainabili y 2019,11, 5136 6 o 19
exploi business oppo uni ies and o access new in o ma ion and esou ces in o de o de elop new
compe i i e p oduc s o p ocesses [6,34].
2.4. Human Resou ces and O ganiza ional S uc u e
A speci ic ea u e o KIBS, which a ec s he de elopmen ac i i ies, is hei labo -in ensi e
na u e. I is especially in KIBS ha highly quali ied human capi al ep esen s a key s a egic asse .
Co oche e al. [6]
alking abou he o ganiza ional changes and non- echnological inno a ions, which
is explained by human capi al compe encies and o ganiza ional s uc u e, and e lec s an inno a i e
pa e n which is o ien ed owa ds changing o ganiza ional a iables such as he i m in e nal s uc u e
and pe sonnel skills and p o iles. Pe haps, one o he bes a gumen s o sus ainable de elopmen
o SMEs is he po en ial o a ac and e ain employees [
40
,
41
]. De elopmen o human esou ce
managemen is a c i ical inno a ion s a egy, pa icula ly o high- ech o knowledge-in ensi e
i ms and consis en ly enables supe io pe o mance. Human de elopmen s a egies e lec ed he
s a egic impo ance placed on ec ui ing knowledgeable employees, aining exis ing employees, and
de eloping unc ionally di e se eams [
32
]. In es men s in human esou ces appea o inc ease, a he
han dec ease, wi h he in oduc ion o p oduc inno a ion and ICT, ollowing he need o i ms o
imp o e hei knowledge capaci y [
6
]. Implemen a ion mo e complex echnology will inc ease he
need o in ensi e lea ning.
2.5. Business Pe o mance o Se ices
The impac o s a egic and mainly inno a ion ac i i ies on he business pe o mance o se ices
is less di ec ly obse able compa ed o manu ac u ing [
27
,
42
]. In o he wo ds, because he e is no
physical p oduc , i is o en ha de o con ey he immedia e bene i o consume s and any bene i
may no be immedia ely linked by he cus ome o an inno a ion pe se [
42
]. An inc easing numbe
o esea che s ha e u ned hei a en ion o a speci ic aspec o he non- inancial pe o mance o
se ice i ms [
29
]. E ec i eness assessmen o any s a egy and i s impac on he o e all i m is
an impo an issue ha all i ms need o assess a e he implemen a ion o any new s a egy [
2
].
When measu ing SMEs pe o mance, he subjec i e sou ces o inancial and non- inancial pe o mance
a e mo e use ul [43].
All he men ioned s a egic ac ions in e ms o inno a ions and changes in selec ed a eas o
heo e ical backg ound ha e an impac on business pe o mance. Resea che s use many indica o s,
such as inancial ( u no e , sales, ROA, e c.) and non- inancial (ma ke sha e, cus ome sa is ac ion,
image, e c.) using objec i e and/o subjec i e scales [
2
,
27
,
42
]. Many esea che s (e.g., [
27
,
42
]) sugges
ha he se ice inno a ions ha e a posi i e ela ionship on i m ( inancial, non- inancial) pe o mance
(depend on adicalness). Acco ding o A loni is e al. [
27
], se ice line ex ensions a e conce ned wi h
non- inancial pe o mance, pa icula ly he company’s o e all image. Ha ing de eloped a good image
in he eyes o he cus ome helps minimize he isk associa ed wi h he new o e ing and emphasizes
i s abili y o (also) o e a pa icula se ice o i s abili y o o e imp o ed se ices. Deli e y p ocesses
ha e he mos impo an con ibu ion in e ms o inancial pe o mance, pa icula ly he p o i abili y
le el. This ype o ac ion aims o ake ad an age o mode n echnologies in he deli e y o he se ice
and, hus, ende s he deli e y mo e cos -e icien and he e o e, p o i able. Se ice eposi ioning is
me ely an e o o shi he ma ke ’s o e all pe cep ion o he company’s se ices ela i e o ha o
compe i o s. Fu he , Geo giadis, and Pi elis [
44
] ind ha mo e p o i able se ices (SMEs) combine
a highly skilled wo k o ce wi h echnological and know-how-based i m di e en ia ion s a egies,
and/o p oduc di e en ia ion s a egies, which a e based on he quali y o se ice and pe sonal
a en ion o cus ome s, alongside gene ous compensa ion and a en ion o employee de elopmen .
Thus, we hypo hesize:
Hypo hesis 1 (H1).
KIBS implemen ed mo e adical se ice (new o he ma ke o i m) inno a ions ha e an
associa ion wi h non- inancial pe o mance, pa icula ly company o e all image.
Sus ainabili y 2019,11, 5136 7 o 19
Hypo hesis 2 (H2).
KIBS implemen ed ma ke ing ac ions ha e an associa ion wi h inc easing cus ome
sa is ac ion and lexibili y o adjus o he changeable needs o he cus ome s.
Hypo hesis 3 (H3).
KIBS implemen ed echnology o in oduce new o o imp o e exis ing deli e y p ocesses,
ha e a close associa ion wi h inancial pe o mance (p o i abili y le el).
Hypo hesis 4 (H4).
KIBS implemen ed changes ocused on human esou ce managemen ha e a closed
associa ion wi h imp o emen o quali y se ice o e ed.
The i ms o en make decisions esul ing in s a egic con igu a ions o one o se e al de elopmen
ac ions. As Ama a, Land y, and Dolo eux [
29
] poin ed ou , he e a e s ong complemen a i ies be ween
di e en ypes o inno a ions in se ices. F om a sys em poin o iew, any ac ion o change and
inno a ion in ol es he de elopmen o o he o ms o ac ions in he sys em, o ganiza ion. Hence, he
in oduc ion o new se ices o en equi es he in oduc ion o new se ice p ocesses, he adop ion o
new o ganiza ional p ac ices, he a ailabili y o changes in se ice design, p omo ion and placemen
and so on [
28
]. Ins ead o exhibi ing complemen a i ies, he di e en o ms o inno a ion migh be
independen o each o he o e en show subs i u ion e ec s [29].
The e is gene al ag eemen ha KIBS sec o ha e he highes mean sco e in inno a ion le el
wi hin se ice indus y as a whole and a e expec ed o adop a b oad, complex po olio o inno a ion
ini ia i es [
28
,
30
]. Implemen a ion o one o he ou ypes o inno a ions and changes ep esen s a
simple s a egy and any o hei combina ions a complex s a egy [
28
]. The impo ance o he hyb id
clus e is men ioned in he wo k o [
15
,
28
,
45
,
46
]. Coo dina ion o inno a ion decisions can esul in
complex s a egies. Acco ding o Ma in-Rios e al., [
28
] a complex s a egy is o med, o example, by
combining one o mo e echnology-de i ed inno a ions (p oduc and p ocess) and non- echnological
inno a ions (o ganiza ional and ma ke ing). The e is an expec a ion ha in e nal a iabili y o
inno a ion ypes will lead o di e ences in he gene a ion o o ganiza ional esul s. Se ice i ms
adop ing complex inno a ion s a egies could ob ain high a es o i m u no e and al e na i ely,
simple s a egies could be associa ed wi h lowe i m u no e a es [
28
]. Howe e , e en wi hin he
KIBS sec o ha e been ound di e ences and no all businesses a e ac i e inno a o s [
11
,
27
,
47
]. This ype
o non-inno a o y KIBS p obably ely upon es ablished epu a ion and/o economic up u n in e ms o
g owing cus ome demand o compe e in he cu en ma ke [
6
]. This clus e o conse a i e KIBS
ha e been iden i ied h oughou Eu opean s udies and s udies om eme ging economies (see [6,48]).
In ligh o he abo e conclusions, we hypo hesize:
Hypo hesis 5 (H5).
The g oup o leas o non-inno a i e KIBS a e less success ul in e ms o bo h, inancial
and non- inancial pe o mance compa ed o he o he ype o KIBS.
Hypo hesis 6 (H6).
KIBS implemen ed mo e complex inno a ion s a egy a e mo e success ul in e ms o
inancial pe o mance, pa icula ly p o i .
3. Da a, Va iables De ini ions, and Me hods
3.1. Da a
D awing on he su ey-based i m-le el da ase , he aim o he pape is o es whe he di e en
ypes o KIBS could be associa ed wi h di e en de elopmen pa e ns and pe o mance ou comes,
e alua ing he he e ogenei y d i en by KIBS. The empi ical e idence is based on quan i a i e da a
h ough an email ques ionnai e om July o Sep embe 2017. The basic popula ion ga he ed om
uni e si y da abase Amadeus a e selec ion c i e ia (headqua e s in he Czech Republic, only p i a e
p o i sec o ; se ices ope a ing mo e han 5 yea s, should no be a p esump ion o bank up cy o
insol ency; he size de e mined by he o al numbe o employees is 10–49; owne should be a senio
Sus ainabili y 2019,11, 5136 8 o 19
execu i e (CEO) and mus be in he op managemen and has majo i y sha e 50.1%) included 1214
companies, ope a ing in knowledge-in ensi e business se ice sec o . The o al e u n a e om he
su ey was 128 alid answe s in comple ely and co ec ly illed o m ( e u n 10.5%). The esul ing
sample o esponden s copies he heo e ical da abase ile s uc u e (see Table 1).
Table 1. KIBS classi ica ion o indus ial ac i i ies acco ding o CZ-NACE Re . 2.
Theo e ical F eq. Resea ch F eq. KIBS *
Absolu e Rela i e Absolu e Rela i e
Sec ion J 62 300 24.71% 37 28.91%
63 21 1.73% 3 2.34%
Sec ion M
69 214 17.63% 19 14.84% p
70 64 5.27% 7 5.47% p
71 407 33.53% 40 31.25%
72 17 1.40% 4 3.13%
73 123 10.13% 11 8.59% p
74 68 5.60% 7 5.47% p
To al 1214 100% 128 100%
* —high echnological knowledge; p—p o essional se ices.
Looking a he geog aphic dis ibu ion, mo e han 60% o small KIBS in a sample a e si ua ed in
he h ee, economically mos impo an (me opoli an) egions in he Czech Republic. I means, 30.50%
o KIBS is si ua ed in he me opoli an egion o P ague ci y, 22.70% a e si ua ed in Sou h Mo a ian
Region wi h he capi al ci y o B no and 8,7% a e si ua ed in Mo a ia-Silesia Region wi h he capi al
ci y o Os a a (see nex Figu e 2). The es o KIBS (40%) a e si ua ed in non-me opoli an egions.
This is no a su p ising esul and i is consis en wi h he esea ch esul s o au ho s Ženka e al. [
17
].
They ound ha KIBS in he Czech Republic is s ongly spa ially dis ibu ed acco ding o he ci y size
and employmen po en ial.
Figu e 2. Geog aphic dis ibu ion o he sampled business.
Sus ainabili y 2019,11, 5136 9 o 19
3.2. Va iables De ini ion
3.2.1. Se ice-Ma ke De elopmen S a egies
Due o he con inuous na u e o p oduc (se ice) inno a ion ac i i ies in se ices [
5
], a he
use dicho omous yes/no esponse, we adop ed exis ing o dinal scales [
6
,
24
,
27
]. The a iable used o
measu e he se ice inno a ions is p edominan ly based on he scale p oposed by A loni is e al. [
27
]:
(1) he se ice was o ally new o he company, (2) he se ice supplemen ed an exis ing company line,
(3) he se ice c ea ed a new p oduc line o he company, (4) he se ice was o ally new o he ma ke ,
(5) he se ice o e ed new ea u es owa ds compe i ion, (6) he se ice was in esponse o changing
cus ome pu chasing beha io , (7) he se ice was a modi ica ion o exis ing se ices, (8) he se ice
was a e ision o exis ing se ices. This ypology e lec s a con inuum o he ange o inno a ion om
discon inuous ( adical) inno a ion o con inuous (inc emen al) inno a ion. Using a i e-poin scale
(1: S ongly disag ee, 5: S ongly ag ee), esponden s we e asked o indica e hei deg ee o ag eemen
wi h each se ice inno a ion i ems/s a emen s implemen ed in he las i e yea s.
Ma ke de elopmen s a egies indica ed he s a egic impo ance o ma ke c ea ion o
expansion [
32
]. Responden s we e asked o indica e hei deg ee o ag eemen o ou s a egic
objec i es: (1) exis ing se ice a ge ed in o new ma ke s, (2) he company en e ed a new ma ke o
he i s ime, (3) he company ex ended he cu en ma ke , (4) he sea ching o niche o specialized
ma ke s. Using a i e-poin scale (1: S ongly disag ee, 5: S ongly ag ee), esponden s we e asked o
indica e hei deg ee o ag eemen wi h each ma ke de elopmen i ems/s a emen s implemen ed in
he las i e yea s.
3.2.2. O ganiza ional Changes
Technology adop ion explained by he ICT echnologies is used p edominan ly wi h p oduc
(se ice) inno a ion, pa icula ly deli e y/ope a ional p ocesses [
6
,
27
,
29
]. Because empi ical esul s
sugges , ha no all KIBS may in oduce se ice inno a ions wi h he use o any (new o signi ican ly
imp o emen ) echnologies [
11
,
49
], we decided o ake he echnology a iable as a sepa a e i em.
We inco po a ed he echnology adop ion i ems such as so wa e, ha dwa e, and o he ICT echnology.
These i ems we e cons uc ed on Like -scale measu e (1: S ongly disag ee, 5: S ongly ag ee).
Ma ke ing ac ions in ol ing signi ican changes in design, placemen , p omo ion, p icing
ac i i ies [
34
]. We inco po a ed six i ems: (1) change in he cu en cus ome segmen s (2) change in
company and p oduc p esen a ion, (3) in oduc ion o a new dis ibu ion channels, (4) in oduc ion o
a new p icing policy o se ice o e ed, (5) change in communica ion wi h cus ome s, (6) change in
b and o se ices o e ed. Using a i e-poin scale, esponden s we e asked o indica e hei deg ee o
ag eemen wi h each se ice inno a i eness i ems/s a emen s (1: S ongly disag ee, 5: S ongly ag ee).
Human de elopmen s a egies e lec ed he s a egic impo ance placed on ec ui ing
knowledgeable employees, aining exis ing employees, and de eloping unc ionally di e se eams [
32
].
Howe e , we inco po a ed changes associa e wi h HRM sys em: (1) change in he o e all HRM sys em,
(2) change in leade ship s yle, (3) change in goal se ing, (4) change in he ewa d and mo i a ion
sys em, (5) change in educa ion and aining sys em, (6) change in ca ie g ow h and de elopmen
o s a , (7) change in s a s aining and sa is ac ion, (8) change in wo k lexibili y, (9) wo k-load
changes, (10) a ac and e ain new knowledge employees, (11) de eloping unc ionally di e se eams.
All hese i ems we e cons uc ed as he mean o ques ions on Like -scale measu e (1: S ongly disag ee,
5: S ongly ag ee).
D i ing on s a egic change li e a u e, changes in o ganiza ional s uc u e include: (1) change in
owne ship, (2) change in decen aliza ion le el, (3) change in a unc ional a ea, depa men , o di ision,
(4) change in managing s a numbe , (5) change o ope a ional-le el s a numbe , (6) change in s ep
coun in ope a ion p ocesses. All hese i ems we e cons uc ed as he mean o ques ions on Like -scale
measu e (1: S ongly disag ee, 5: S ongly ag ee).
Sus ainabili y 2019,11, 5136 16 o 19
c ea e a s onge posi ion o he ma ke . One possible explana ion may be ha he mo e adical se ice
inno a ions, which a e un es ed and b inging in o he new ma ke s a e a e y isky s a egy [
33
]. Some
inno a ion ac i i ies a e aimed a inno a ions a e c ea ed in adap ing he se ices o he use s’ needs,
which migh in i sel be conside ed a o m o inno a ion, which is o en unde he p o ec ion o he
con ac be ween he se ice p o ide and he cus ome . This may be a ba ie o dis ibu ing and
deli e ing se ice inno a ion o o eign ma ke s as well.
The new o imp o ed deli e y p ocess e o s exis in all ype o analyzed KIBS. Use pa icipa ion
in he p ocess o p oduc ion and deli e y, o en o e lapping wi h consump ion i sel , gene ally, he
mos deba ed and dis inguishing cha ac e is ic o se ices and appea s all he mo e ele an in he
case o knowledge-in ensi e se ices [
6
]. The e exis s a ension be ween he p essu e o educe
he p oduc ion cos s o se ices, which leads i ms o look o inc easing s anda diza ion, and he
need o mee speci ic use equi emen s, which, on he con a y, o ce i ms o seek a high deg ee o
cus omiza ion in hei p oduc s.
Mos o KIBS i ms ha e bo h science and enginee ing and o he g adua es on hei pay olls.
Some i ms a e highly specialized, while o he s ha a e nominally in he same sec o a e much mo e
b oadly ocused [
50
]. I is he e o e e y su p ising o ind ha he knowledge capi al embodied in he
human esou ces o small KIBS in he Czech Republic has no unde gone mo e p onounced changes in
he las i e yea s. This is a simila esul wi h Co oche e al. [
6
], who ound a a he conse a i e
a i ude o KIBS no inclined o hi e new pe sonnel and mo e s imula ed human esou ces o engage in
aining p og ams o upda e hei compe encies wi h ocusing on p oduc inno a ion.
Finally, his s udy sugges s ha he mos inno a i e KIBS make he s onges con ibu ion o
non- inancial pe o mance, i.e., company image, building cus ome sa is ac ion, inc easing quali y
o se ices and so on. Al hough his conclusion is somehow en a i e, as i s deepe in es iga ion
was beyond he scope o his s udy, i p o ides he managemen o companies in he se ice sec o
wi h an ini ial basis o achie ing a ma ch be ween inancial pe o mance objec i es and new se ices
de elopmen s a egy.
6.1. P ac ical Implica ions
Apa om academic use, he classi ica ion and posi ioning o he g owing numbe o s udies in
his ield will help p ac i ione s de elop a comp ehensi e unde s anding o he s a egic impo ance
o sus ainabili y issues in di e en ways [
2
,
51
,
52
]. A a public policy le el, he esul s o his s udy
gi e ideas o encou aging s a egy de elopmen o KIBS. This s udy sugges s, ha he e is a di e en
de elopmen scena io wi hin he KIBS sec o . I should be acknowledged ha small en e p ises
comp ise se e al di e gen a ge g oups, and he di e si y o de elopmen pa e ns sugges s ha
di e si y should also di ec he policies aiming a suppo ing de elopmen in hese small en e p ises
(e.g., Mol, B andl [
53
] o Desma chelie , Djellal, Gallouj [
54
]). Based on he e idence o his s udy,
he smalles companies ope a ing unde sec o “KIBS” do no de elop adical inno a ions and i is
necessa y o make g ea e e o s o os e he de elopmen o inc emen al inno a ions.
Asecond con ibu ion o p ac i ione s lies in he ela ionshipbe ween hedeg eeo inno a i eness
o he new se ice and i s pe o mance. Tha is, he leas inno a i e new se ices ( e ision o
eposi ioning exis ing se ices) a e ela i ely less success ul in e ms o inancial pe o mance compa ed
o he mode a ely inno a i e ypes o new deli e y p ocesses and se ice line ex ension.
6.2. Limi a ions and Fu he Resea ch
Fu he in-dep h esea ch is equi ed wi h con ol a iables such as age o company o localiza ion
cha ac e is ics. We also didn’ inco po a e o he impo an dimensions o de elopmen ac i i ies
such as ela ional o ne wo k ac i i ies as a pa o lea ning and knowledge p ocess as well as o he
o ganiza ional inno a ions (see [
6
,
11
]). Ex e nal ela ionship de elopmen and inno a ions, he
es ablishmen o ela ionships wi h pa ne s and a subse o o ganiza ional inno a ion, has been
de eloped especially o se ices [
47
]. Se ice i ms a e mo e likely o engage in collabo a ions wi h

Sus ainabili y 2019,11, 5136 17 o 19
cus ome s and supplie s as pa o hei inno a ion p ocess [
7
]. Cus ome s, supplie s, and compe i o s
a e majo sou ces, while pa ne s such as anchises o p o essional associa ions a e ano he [
11
].
Cus ome and supplie ela ionship de elopmen allows SMEs o maximize he use o hei limi ed
esou ces [
4
,
55
]. De eloping such pa ne ships can p o ide hem wi h oppo uni ies o acqui e new
skills and imp o e exis ing ones. This also allows hem o pu sue coope a i e join en u es as a means
o sha ing he isk [50,56].
The esea ch ca ied ou on a sample ha is a he small in size o he ange co esponding o he
lowe limi o usabili y o some sui able ools. F om his poin o iew, he heo e ical possibili y is o
be inc eased by ano he KIBS ca ego y sample esea ch o a leas o ob ain a uni o m ep esen a ion
o each o he sec ions, which was dis o ed by he ep esen a ion o he wo la ges sample g oups
(ICT and a chi ec u al and enginee ing se ices) o alida e he esul s. All ob ained esul s could
no be gene alized o wide popula ion o KIBS companies in he Czech Republic. The s udy has
been conduc ed in a speci ic na ional con ex o he Czech Republic. I would be in e es ing o ex end
he analysis o o he coun ies o iden i y he pa e ns o KIBS which a e ei he coun y-speci ic
o gene alizable.
Au ho Con ibu ions: All au ho s con ibu ed equally o his pape .
Funding: This esea ch ecei ed no ex e nal unding.
Con lic s o In e es : The au ho s decla e no con lic o in e es .
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