Marketing solutions in accordance with the S-D logic: Co-creating value with customer network actors

In the last ten years industrial companies have gone from offering products to offering products/services and then to offering solutions. At the same time, the theory of marketing has also evolved to provide, under the heading of S-D logic, an enlarged conceptual framework. In this article we apply...

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Bibliographic Details
Published in:Industrial marketing management 2008-05, Vol.37 (3), p.270-277
Main Authors: Cova, Bernard, Salle, Robert
Format: Article
Language:English
Subjects:
Business studies
Customer network
Customer value proposition
Customers
Enterprises
Industrial markets
Market strategy
Marketing
Networks
S-D logic
Solution
Studies
Value
Value co-creation
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Description
Summary:In the last ten years industrial companies have gone from offering products to offering products/services and then to offering solutions. At the same time, the theory of marketing has also evolved to provide, under the heading of S-D logic, an enlarged conceptual framework. In this article we apply the conceptual framework of S-D logic to the marketing of solutions. Based on two case studies, we highlight the limits to current offering strategies in terms of co-creation and involving customer network actors. We suggest an approach to co-create value in customer networks based on a switch from customer value proposition to customer network value proposition.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2007.07.005