Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Bharadwaj, S. G. 2010. Customer Solutions. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
Customer solutions are a strategic imperative for firms competing in a business environment that is highly competitive and where current offerings are perceived as commodities. However, a vast majority of firms have failed with their solutions strategy since consumers have perceived such offerings as bundles of products and/or services in the guise of solutions. Drawing on in-depth research of buyers in firms, this article provides guidelines on (i) designing effective customer solution, (ii) the organizational processes needed, and (iii) the type of customers for whom solutions are appropriate.
- customer requirements