Understanding the Additional Value Created by Customer Solutions and How it is Contingent upon Solution Complexity

Wolfgang Ulaga, Stefan Worm and David Zitzlsperger
Additional contact information
Wolfgang Ulaga: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Stefan Worm: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Faced with intense global competition, many suppliers in business markets are turning towards customer solutions in an attempt to better differentiate their offers. A considerable shortcoming of the presently published research on solutions lies in its lack of customer focus. This study uses a combination of qualitative and quantitative methods to (1) derive the dimensions of the additional value provided by a solution from the customer's perspective, (2) test how these dimensions impact overall solution evaluations, and (3) test for moderating effects of solution complexity.

Keywords: Additional Value; Customer Solutions; Solution Complexity; B2B Marketing; Customer-Perceived Value (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in 2009 ANZMAC Conference, 2009, Melbourne, Australia. pp.NC

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00491960

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().