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Paper info: Service Offering in Solution Marketing - A Single Case Study

Title


Service Offering in Solution Marketing - A Single Case Study

Authors


Anne Jalkala
Lappeenranta University of Technology
Finland
Anne Jalkala ,
Olli Pekkarinen
Lappeenranta University of Technology
Finland
Olli Pekkarinen and
Risto T. Salminen
Lappeenranta University of Technology
Finland
Risto T. Salminen

Place of Publication


The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.

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Abstract


The shift in industrial suppliers' business logic from marketing products to marketing solutions sets challenges in creating effective service offerings. In this paper we focus on a solution provider's service offering and its formulation. Based on a literature review from the solution marketing, service marketing, and project marketing literature we suggest a conceptual model of the solution provider's service offering elements. Through a case study of an industrial classification solution provider we then examine these elements and illustrate the offering formulation process of a solution provider. The findings from the case study allow us to propose a revised conceptual framework of a solution provider's offering formulation.