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Customer Solutions

Part 1. Marketing Strategy

  1. Sundar G. Bharadwaj

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01017

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bharadwaj, S. G. 2010. Customer Solutions. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Emory University, Atlanta, GA, USA

Publication History

  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.


  • solutions;
  • bundles;
  • customer requirements