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  • 1.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship Marketing in the New Economy.2002In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 1, no 1, p. 37-57Article in journal (Refereed)
  • 2.
    Nordin, Fredrik
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Lindahl, Ingela
    Brege, Staffan
    The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity2013In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 12, no 1, p. 59-78Article in journal (Refereed)
    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.

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