2015 | OriginalPaper | Chapter
Solution Orientation: Theoretical Frameworks, Practical Applications and Challenges
Authors : Michael Marck, Jay Mulki, Patrick Lipovski, Matthew Alexander, John Yellowlees, Barbara Caemmerer, Heiner Evanschitzky, Alan Wilson
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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The importance of providing tailored solutions to customers, i.e. being solution oriented, is now recognized across organizational settings such as business-to-business, business-to-consumer, private and public sector contexts.