Authors: Bo Edvardsson; Maria Holmlund; Tore Strandvik
Views on industrial service have conceptually progressed from the output of the provider’s production process to the result of an interaction process in which the customer also is involved. An industrial company’s offering often consisting of both goods and services is, however, inherently seller-oriented even if, especially when the focus is on solutions, there are attempts to be customer-oriented. But, there is a need to go beyond the current literature and company practices. We propose that what is needed is a genuinely customer-based parallel concept to offering that takes the customer’s view, and put forward a new concept labelled customer needing. A needing is based on the customer’s mental model of their business and strategies which will affect priorities, decisions, and actions. A needing can be modelled as a configuration of three dimensions containing six functions that create realised value for the customer. These dimensions and functions can be used to describe needings and consequently represent a starting point for sellers’ creation of successful offerings. When offerings match needings over time the seller should have the potential to form and sustain successful buyer relationships.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2008
Conference: Uppsala, Sweden (2008)