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B-to-B solution provision: an empirical investigation of performance-related outcomes
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posted on 2023-06-09, 03:08 authored by Maria RestucciaMaria Restuccia, Renaud Legoux, Ulrike de BrentaniOffering B-to-B ‘customer solutions’ has been associated with positive outcomes for suppliers. Yet, empirical evidence documenting such claims has not been established. The literature is also unclear on whether gains are superior when solutions target established as opposed to new customers. We use the ‘process-centric’ view of solutions, together with ‘relationship lifecycle’ theory to develop two competing mechanisms—‘solution as leverage’ and ‘solution as accelerator’—by which to explain the link between outcome and solution provision for established versus new customers. The analysis of longitudinal sales data from a North American solution provider: (1) empirically confirms the positive impact of solution provision on outcomes; and (2) supports the ‘solution as accelerator’ explanation suggesting that suppliers achieve equal or superior outcomes when efforts are directed at new customers.
History
Publication status
- Published
File Version
- Accepted version
Page range
168-168Presentation Type
- paper
Event name
EMAC 2014. European Marketing Academic 43rd Annual Conference: Paradigm Shifts & InteractionsEvent location
Valencia, SpainEvent type
conferenceEvent date
3-6 June 2014Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2018-09-27First Compliant Deposit (FCD) Date
2018-09-27Usage metrics
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