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B-to-B solution provision: an empirical investigation of performance-related outcomes

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posted on 2023-06-09, 03:08 authored by Maria RestucciaMaria Restuccia, Renaud Legoux, Ulrike de Brentani
Offering B-to-B ‘customer solutions’ has been associated with positive outcomes for suppliers. Yet, empirical evidence documenting such claims has not been established. The literature is also unclear on whether gains are superior when solutions target established as opposed to new customers. We use the ‘process-centric’ view of solutions, together with ‘relationship lifecycle’ theory to develop two competing mechanisms—‘solution as leverage’ and ‘solution as accelerator’—by which to explain the link between outcome and solution provision for established versus new customers. The analysis of longitudinal sales data from a North American solution provider: (1) empirically confirms the positive impact of solution provision on outcomes; and (2) supports the ‘solution as accelerator’ explanation suggesting that suppliers achieve equal or superior outcomes when efforts are directed at new customers.

History

Publication status

  • Published

File Version

  • Accepted version

Page range

168-168

Presentation Type

  • paper

Event name

EMAC 2014. European Marketing Academic 43rd Annual Conference: Paradigm Shifts & Interactions

Event location

Valencia, Spain

Event type

conference

Event date

3-6 June 2014

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2018-09-27

First Compliant Deposit (FCD) Date

2018-09-27

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