|Publication type:||Conference other|
|Type of review:||Peer review (abstract)|
|Title:||Stategic value of solution business initiatives|
|Conference details:||Institute for the Study of Business Markets (ISBM) Academic Conference 2016 : Advances in Business-to-Business Marketing, Atlanta (USA), 3-4 August 2016|
|Subject (DDC):||658.4: Executive Management|
|Abstract:||Many manufacturing firms today define themselves as “solution providers”. By means of highly customized and integrated, often bundled product-service offerings, these firms address complex business problems of customers in a holistic way. As reported frequently, however, not every solution-based project is able to generate the expected revenues or can be developed into marketable, repeatable, “productized” solution offerings. It raises the question: Why do manufacturers persist with solution business initiatives despite observed implementation hurdles and seemingly unsatisfactory results? We conducted a series of dyadic provider-customer interviews in the Swiss food processing industry and the Finnish marine equipment industry. The results suggest that – irrespective of the direct revenues generated – manufacturers persist with solution business initiatives because they benefit from the positive spillover effects on the firm’s operations at large through two mechanisms: First, a credible positioning as a solution provider communicates both the willingness and expertise to go the extra mile to understand the customer’s business problem and to finally solve it. Reference cases – in the form of published case studies of successful solution projects in cooperation with reference customers – help to foster the firm’s credibility as a solution provider from the customer’s perspective. Second, the acquired expertise gained through solution business initiatives is beneficial for developing the firm’s market offering in terms of stand-alone products and services.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Appears in collections:||Publikationen School of Management and Law|
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