Marketing of competence-based solutions to buyers in exploratory relationships : perspective of OEM suppliers
Document Type
Journal article
Source Publication
Industrial Marketing Management
Publication Date
10-1-2011
Volume
40
Issue
7
First Page
1206
Last Page
1213
Publisher
Elsevier Inc.
Keywords
Competence-based view of marketing, integrated solutions, supplier–buyer relationship value
Abstract
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.
DOI
10.1016/j.indmarman.2010.11.001
Print ISSN
00198501
E-ISSN
18732062
Publisher Statement
Copyright © 2010 Published by Elsevier Inc
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L. Y. E. (2011). Marketing of competence-based solutions to buyers in exploratory relationships: Perspective of OEM suppliers. Industrial Marketing Management, 40(7), 1206-1213. doi: 10.1016/j.indmarman.2010.11.001