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Visualizing the value of service-based offerings: empirical findings from the manufacturing industry
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2012 (English)In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 27, no 7, 538-546 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to explore strategies for visualizing the value of service-based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at which life-cycle stages.

Design/methodology/approach – The study employed a qualitative, multiple-case study research design involving five manufacturing firms.

Findings – Primary findings are that firms need to make use of several different visualization strategies depending on, among other things, the key stakeholders and also where the firm's offering is currently positioned in the service-based offering life cycle.

Research limitations/implications – While the empirical data is from only one sector – i.e. manufacturing – managers from other B2B sectors should have an interest in the results and the key aspects identified. Further research could also establish linkages to performance metrics.

Originality/value – Visualization strategies have been relatively rarely studied from a B2B perspective, and the process dimension, especially, is novel.

Place, publisher, year, edition, pages
2012. Vol. 27, no 7, 538-546 p.
Keyword [en]
Manufacturing industries, Offerings, Services, Stakeholders, Tangibilization, Value, Visualization
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-78931ISI: 000312354800005OAI: oai:DiVA.org:su-78931DiVA: diva2:545770
Available from: 2012-08-21 Created: 2012-08-21 Last updated: 2017-10-06

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http://10.1108/08858621211257301

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