Hybrid offering as a servitisation strategy for financial SME's

With the financial services sector being an established servitisation industry, regional SMEs often cannot out-service the bigger players in the market. This paper explores strategies that can be beneficial to both a financial SME and its potential customers. The gathered data, by means of a semi-structured interview as a qualitative research method, will provide insights on the usefulness of a hybrid offering strategy for SME’s. It was found that the SME’s favour a hybrid offering strategy but implement it for different reasons than suggested by previous research. This research was done with a small, local sample of SME's, which limits the accuracy of the results. For further research, it is suggested that the same be repeated with a larger, more demographically diverse sample.