Business-to-Business Solution Provision: An Empirical Investigation of the Deliberate vs. Creative Problem-Solving Routines of Salespeople

The provision of high-value integrated solutions that address customers’ business or operational needs can lead to potential competitive advantages (Davies 2004). Formally, “a solution is a set of customer–supplier relational processes comprising (1) customer requirement definition, (2) customization and integration of goods and/or services and (3) their deployment, and (4) postdeployment customer support, all of which are aimed at meeting customers’ business needs” (Tuli et al. 2007, p. 5). Solving customers’ problems is critical and providing customized solutions that may consist of tangible products; application of specialized competences (knowledge and skills) through deeds, processes, and performances; or combinations that solve customer problems could lead to competitive advantages in the marketplace (Vargo and Lusch 2004).