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Paper info: A Network Approach to the Broadening of the Offering: Beyond Added Services

Title


A Network Approach to the Broadening of the Offering: Beyond Added Services

Authors


Bernard Cova, Emmanuelle Dontenwill and
Robert Salle
EM Lyon
France
Robert Salle

Place of Publication


The paper was published at the 16th IMP-conference in Bath, U.K in 2000.

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Abstract


Research concerning the marketing of industrial products highlights the importance of theservices 'surrounding? the product as sources of competitive advantage. Several attempts atclassification have been put forward to characterise these services. Mathieu (1999)distinguishes those services which support the supplier's product (SSP) and those whichsupport client's action (SSC) in relation to the supplier's product. Following our work onspecific cases, we have seen that other types of services do exist: client services with nodirect link to the supplier's products but whose aim is to help the client develop activity andmarket position, and services supporting the client's network (SSN). This final type ofservice is specific to project marketing and system selling. At the end of this paper we shallunderline some managerial repercussions created by such service offers.