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
journal contribution
posted on 2023-06-09, 15:01 authored by Maria RestucciaMaria Restuccia, Renaud LegouxIn 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 ManagementISSN
0019-8501Publisher
ElsevierExternal DOI
Volume
76Page range
203-213Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-09-27First Open Access (FOA) Date
2020-09-10First Compliant Deposit (FCD) Date
2018-09-27Usage metrics
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