The market power is in the services: Because the value is in the results

Sandra Vandermerwe

European Management Journal, 1990, vol. 8, issue 4, 464-473

Abstract: Sandra Vandermerwe is already a pioneer of the notion that including or extending services in a product portfolio adds value. Now she breaks new ground again with a convincing argument that the way to achieve customer satisfaction is through the ability to deliver full solution systems throughout the customer's activity cycle. Customers want results. The power to deliver results lies in value-added services. Companies which offer customers solution systems to meet their demands consisting of product-service components and who base these systems on results, will be the winners in the 1990s. We are in the competitive era of the results-driven systems solution in marketing. Vandermerwe explores this marketing strategy in detail, with examples of successful solution systems from Scandinavian Airline Systems, SKF, Du Pont and DEC. She then offers a customer activity-based diagnostic tool for managers wishing to improve their market strategy.

Date: 1990
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