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)

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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.

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