کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027704 942258 2011 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Marketing of competence-based solutions to buyers in exploratory relationships: Perspective of OEM suppliers
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Marketing of competence-based solutions to buyers in exploratory relationships: Perspective of OEM suppliers
چکیده انگلیسی

In face of mounting challenges from delocalized production, commoditized products, and escalated demand from professional buyers, providing solutions rather than selling products has been put forward in the normative literature as a promising business model for creating high-value differentiated offerings. Nonetheless, empirical survey research into the processes whereby traditional suppliers of “basic products, spare parts and services” migrate towards marketing of “integrated solutions” is still sparse. Grounded in a competence-based marketing view, the current research addressed the research problem of how OEM suppliers upgrade their value offerings via competence-based solutions. The research model was tested by a sample of 403 contract/OEM manufacturers located in China. This resultant findings revealed the processes undertaken by OEM suppliers during the development of competence-based solutions, found out the internal coordination and innovation capabilities required to support competence-based solutions, and uncovered the external communication/disclosure of competence needed to strengthen the link between competence-based solutions and upgraded relationship value.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 40, Issue 7, October 2011, Pages 1206–1213
نویسندگان
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