The Gotheborg IV Model: Addressing the Cartesian Continuum in Product-Service Innovation

In recognition of an existing Cartesian perspective in practice and research of product and service as two distinct entities in product-centric MNEs, an integral perspective of the product-service innovation processes is introduced in the form of the Gotheborg IV (G4) model. Based on the assumption that the core activity of any enterprise is exchange, where the value of production is realized in its exchange, the G4 model is an applied linguistics perspective of the Uppsala model (UM) of internationalization/globalization. Key in the G4 model of product-service innovation is the visualization of the emergent, cyclic dialogic of the feedback loop as having an important role in the context of uncertainty and complexity in product-service innovation.