Identifying the right solution customers : a managerial methodology
Windler, Katharina and Jüttner, Uta and Michel, Stefan and Maklan, Stan and Macdonald, Emma K. (2017) Identifying the right solution customers : a managerial methodology. Industrial Marketing Management, 60. pp. 173-186. ISSN 0019-8501 (https://doi.org/10.1016/j.indmarman.2016.03.004)
Preview |
Text.
Filename: Windler_etal_IMM_2016_Identifying_the_right_solution_customers.pdf
Accepted Author Manuscript License: Download (1MB)| Preview |
Abstract
The purpose of this paper is to develop and apply a methodology for identifying, assessing and segmenting customers for business solutions. Firstly, criteria for evaluating solution customers are identified from the literature. These criteria are then refined and differentiated through interviews with 23 solution project managers. Secondly, a longitudinal case study with three solution suppliers and five of their customers is conducted to transfer the selection criteria into a managerial methodology which is validated by both solution suppliers and customers. The developed methodology comprises 21 criteria which are structured into two dimensions: the quality of the relationship to date and the customer's potential for future solution partnership. By combining these two dimensions into a portfolio analysis, four customer segments are identified to help suppliers determine customer attractiveness. The study's contribution lies in bridging academic knowledge and managerial practice to develop a new methodology for helping solution providers to make better informed decisions and reduce the risk of solution failure.
-
-
Item type: Article ID code: 86417 Dates: DateEvent1 January 2017Published24 April 2016Published Online18 February 2016AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 08 Aug 2023 10:33 Last modified: 12 Aug 2024 00:57 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/86417