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The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity
Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.ORCID-id: 0000-0002-9912-2424
2013 (engelsk)Inngår i: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 12, nr 1, s. 59-78Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

The purpose of this article is to develop a conceptual model of the influences of product complexity on the applicability and adoption of solutions offerings as a marketing strategy. Qualitative data from in-depth interviews with executives at 7 furniture manufacturing firms were investigated and a conceptual model was developed. Based on the results, a model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. The article expands the knowledge on both solutions strategy and complexity and may also guide managers in the development of their marketing strategies.

sted, utgiver, år, opplag, sider
2013. Vol. 12, nr 1, s. 59-78
Emneord [en]
high-tech, low-tech, product complexity, services, solutions
HSV kategori
Forskningsprogram
företagsekonomi
Identifikatorer
URN: urn:nbn:se:su:diva-85745DOI: 10.1080/15332667.2013.763715OAI: oai:DiVA.org:su-85745DiVA, id: diva2:584602
Tilgjengelig fra: 2013-01-09 Laget: 2013-01-09 Sist oppdatert: 2022-02-24bibliografisk kontrollert

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