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Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-20689
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dc.contributor.authorZimmer, Marcus-
dc.contributor.authorSalonen, Anna-
dc.contributor.authorv. Wangenheim, Florian-
dc.date.accessioned2020-10-22T11:42:18Z-
dc.date.available2020-10-22T11:42:18Z-
dc.date.issued2020-08-27-
dc.identifier.issn0019-8501de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/20689-
dc.description.abstractMany manufacturers claim to be solution providers. However, solution business is notoriously difficult to manage and the associated profitability difficult to demonstrate. This raises the question: why should companies keep trying? We provide one possible answer by applying signaling theory to understand how engagement in solution business functions as a quality signal to a prospective buyer of products. The results of two scenario-based online experiments show that positioning oneself in the market as a solution seller has a highly significant and positive effect on the customer's purchase intention in cases where the customer is only considering the purchase of a single, product-based component. This signal functions as a risk-reduction mechanism and the observed effect is stronger if the seller can boost the credibility of the signal by citing prior reference projects. The primary theoretical contribution of the study is to provide an empirically grounded explanation of a possible outcome from engagement in solution business. For practitioners, our research suggests that a market positioning as a solution provider is strategically important because it supports the product business. Thus, it is advisable for manufacturers to consider persisting with the solution business even in cases where the direct revenues generated by this particular form of service provision in question may not offset the related costs.de_CH
dc.language.isoende_CH
dc.publisherElsevierde_CH
dc.relation.ispartofIndustrial Marketing Managementde_CH
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/de_CH
dc.subjectServitizationde_CH
dc.subjectSignaling theoryde_CH
dc.subjectSolution businessde_CH
dc.subjectExperimentde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleBusiness solutions as market signals that facilitate product salesde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
dc.identifier.doi10.1016/j.indmarman.2020.07.014de_CH
dc.identifier.doi10.21256/zhaw-20689-
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end40de_CH
zhaw.pages.start30de_CH
zhaw.publication.statusacceptedVersionde_CH
zhaw.volume91de_CH
zhaw.embargo.end2023-08-27de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.webfeedW: Spitzenpublikationde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Zimmer, M., Salonen, A., & v. Wangenheim, F. (2020). Business solutions as market signals that facilitate product sales. Industrial Marketing Management, 91, 30–40. https://doi.org/10.1016/j.indmarman.2020.07.014
Zimmer, M., Salonen, A. and v. Wangenheim, F. (2020) ‘Business solutions as market signals that facilitate product sales’, Industrial Marketing Management, 91, pp. 30–40. Available at: https://doi.org/10.1016/j.indmarman.2020.07.014.
M. Zimmer, A. Salonen, and F. v. Wangenheim, “Business solutions as market signals that facilitate product sales,” Industrial Marketing Management, vol. 91, pp. 30–40, Aug. 2020, doi: 10.1016/j.indmarman.2020.07.014.
ZIMMER, Marcus, Anna SALONEN und Florian V. WANGENHEIM, 2020. Business solutions as market signals that facilitate product sales. Industrial Marketing Management. 27 August 2020. Bd. 91, S. 30–40. DOI 10.1016/j.indmarman.2020.07.014
Zimmer, Marcus, Anna Salonen, and Florian v. Wangenheim. 2020. “Business Solutions as Market Signals That Facilitate Product Sales.” Industrial Marketing Management 91 (August): 30–40. https://doi.org/10.1016/j.indmarman.2020.07.014.
Zimmer, Marcus, et al. “Business Solutions as Market Signals That Facilitate Product Sales.” Industrial Marketing Management, vol. 91, Aug. 2020, pp. 30–40, https://doi.org/10.1016/j.indmarman.2020.07.014.


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