University of Sussex
Browse
IMM_Restuccia-and-Legoux_2018_Preprint.pdf (691.89 kB)

B2B relationships on the fast track. An empirical investigation into the outcomes of solution provision

Download (691.89 kB)
journal contribution
posted on 2023-06-09, 15:01 authored by Maria RestucciaMaria Restuccia, Renaud Legoux
In academic and business literature, suppliers providing solutions to their business-to-business (B2B) customers are often described as achieving increased customer retention, higher sales volumes, and enhanced cross-selling. Yet there is limited empirical evidence to support the positive impact of solutions on these customer-related outcomes. Moreover, it is unclear whether suppliers obtain similar outcomes from buyers at different relationship life-cycle stages. This paper aims to address these two gaps and tests the contingency role of the relationship life-cycle in driving future customer outcomes. It proposes that there is a positive effect for solutions provided to recent customers (labeled as “accelerator” role) rather than to established ones (labeled as “leverage” role). Results from a longitudinal analysis of the sales database of a North American company providing solutions to its customers empirically support the “accelerator” role of solutions.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Industrial Marketing Management

ISSN

0019-8501

Publisher

Elsevier

Volume

76

Page range

203-213

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2018-09-27

First Open Access (FOA) Date

2020-09-10

First Compliant Deposit (FCD) Date

2018-09-27

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC