Authors: Joona Keränen; Olli Pekkarinen; Ville Ojanen
Solution business can offer new sources of income for traditional manufacturing companies, but the business model differs radically from the traditional product-centric view. One of the key differences is the depth of co-creation between the supplier and the customer. This co-creation covers the whole customer relationship, starting from the offering creation and continuing towards the end of the solution lifecycle. The booming academic interest on solution business has mainlyfocused on the supplying side of the dyadic relationship. As customer solutions are co-created, the views and opinions of customers form a fruitful research topic. The paper concentrates on how to study customer perceptions of value co-creationand relationship dynamics during the different relational processes in solution business. The study contributes to the growing solution marketing literature stream by providing methodological insights and a conceptual framework for customer co-creation activities in the relational solution process.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)