کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027924 942270 2008 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Moving from basic offerings to value-added solutions: Strategies, barriers and alignment
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Moving from basic offerings to value-added solutions: Strategies, barriers and alignment
چکیده انگلیسی

Commoditization erodes the competitive differentiation of companies and often leads to a profit squeeze. Existing literature recommends the transition from basic product offerings to service-based value concepts in order to regain competitiveness in such a context. This paper explores the concrete efforts of suppliers in the commoditized electro-technical industry to create new non-price-based customer value. In this paper, a taxonomy of efforts is developed which builds on the competitive strategy and strategic marketing literature. Our research identifies barriers to the market introduction of these new value concepts. Observations in this industry lead to a framework that (1) proposes alternative step-by-step strategies for making the transition from basic products to service-based solutions, and (2) offers alignment suggestions for overcoming identified barriers. Migration paths to introducing new service-based value concepts are incremental rather than radical, and managers should complement their market approach with (a) value chain actions to create multilevel industry support and (b) an organizational alignment approach.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 37, Issue 3, May 2008, Pages 316–328
نویسندگان
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