1. Caught between Complexity and Commoditization: If Our Solution is So Complex, Why is it Treated as a Commodity

  1. Jeff Thull

Published Online: 18 NOV 2011

DOI: 10.1002/9781118258019.ch1

Mastering the Complex Sale: How to Compete and Win When the Stakes are High!, Second Edition

Mastering the Complex Sale: How to Compete and Win When the Stakes are High!, Second Edition

How to Cite

Thull, J. (2010) Caught between Complexity and Commoditization: If Our Solution is So Complex, Why is it Treated as a Commodity, in Mastering the Complex Sale: How to Compete and Win When the Stakes are High!, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118258019.ch1

Publication History

  1. Published Online: 18 NOV 2011
  2. Published Print: 22 FEB 2010

ISBN Information

Print ISBN: 9780470533116

Online ISBN: 9781118258019

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Keywords:

  • commoditization;
  • marketers;
  • customers;
  • degree of risk;
  • globalization

Summary

This chapter contains sections titled:

  • The Driving Force of Complexity

  • The Driving Force of Commoditization

  • Commoditization is a Choice

  • The Missing Ingredient: Professional Guidance

  • Eliminate the Dry Run