Rethinking customer solutions: From product bundles to relational processes

• Main Authors: TULI, Kapil, KOHLI, Ajay K., BHARADWAJ, Sundar G.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: business-to-business relationships; solutions; services marketing; social capital; coproduction; customer relations; supplier relationship management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1055; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2054/viewcontent/RethinkingCustomerSolutions_2007_av.pdf
• Institution: Singapore Management University

This study draws on depth interviews with 49 managers in customer firms and 55 managers in supplier firms and on discussions with 21 managers in two focus groups to propose a new way of thinking about customer solutions. Extant literature and suppliers interviewed for this study view a solution as a...