Reflections on the Journey to be Customer-Oriented and Solutions-Led

From 2011 to 2017, Shabshab was Executive Vice President of Strategic Planning and Chief Marketing Officer responsible for strategic marketing, sales force effectiveness, strategic innovation, strategic planning and health economic outcome research, brand management, and marketing communications. [....

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Bibliographic Details
Published in:AMS review 2018-06, Vol.8 (1-2), p.75-79
Main Author: Jaworski, Bernard J.
Format: Article
Language:English
Subjects:
Business and Management
Chief marketing officers
Customer services
Intellectual capital
Life sciences
Marketing
Medical device industry
Medical equipment
Medical technology
Shabshab, Nabil
Social Sciences
Strategic planning
Theory/Conceptual
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Summary:From 2011 to 2017, Shabshab was Executive Vice President of Strategic Planning and Chief Marketing Officer responsible for strategic marketing, sales force effectiveness, strategic innovation, strategic planning and health economic outcome research, brand management, and marketing communications. [...]the academic literature has begun to address the issue of solutions, but I do not believe it has looked carefully at the solutions from the perspective of customer outcomes. Back to your question on developing and selling solutions, I would like to offer a definition that comes from the Information Technology Services Marketing Association. A solution is defined as a combination of products, services and intellectual capital, focused on addressing a (often challenging) customer problem and driving measurable business value for customers.
ISSN:1869-814X
1869-8182
DOI:10.1007/s13162-018-0117-z