Paper info: Service Offering in Solution Marketing - A Case Study
Title
Service Offering in Solution Marketing - A Case Study
Authors
Harri Ryynänen,
Olli Pekkarinen
and
Risto T. Salminen
Olli Pekkarinen
Lappeenranta University of Technology
Finland
Risto T. Salminen
Lappeenranta University of Technology
Finland
Place of Publication
The paper was published at the 25th IMP-conference in Marseille, France in 2009.
Download
Download paper (158.9 kb) |
Abstract
The shift in industrial suppliers' business logic from marketing products to marketing solutions sets challenges in creating effective service offerings. In this paper we focus on a solution provider's service offering and its formulation. Based on a literature review from the solution marketing, service marketing, and project marketing literature we suggest a conceptual framework of the solution provider's service offering elements. Through two empirical cases about industrial solution providers we then examine these elements and illustrate the offering formulation process of a solution provider. The findings from the case study allow us to propose a revised conceptual framework of a solution provider's offering formulation.