Journey to Global Solutions

The quest to become a solution provider rather than just a supplier of products and services.

Chapter-4_TC-selling_solutions

TOMORROW'S CHALLENGES

SELLING SOLUTIONS IS NO EASY ANSWER

Companies trying to differentiate themselves from their competitors are urged to become "solution providers," not just sellers of products and services. But selling solutions is no easy answer.

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Chapter-4_TC-producer_to_provider

TOMORROW'S CHALLENGES

FROM PRODUCER TO SERVICE PROVIDER

Why some companies fail to make the transition

Industrial companies are increasingly defining themselves as "service providers" and offering customers "one-stop solutions". They promise "total customer solutions" thanks to "integrated value chains". But current empirical studies show that the transition from producer to service provider is often unsuccessful. Failure manifests itself in two forms: on the one hand customers complain that they don't receive a solution, just more complex offers, and on the other, the producers complain that their costs outweigh the additional income. In my studies I have identified five challenges that have to be overcome in order to achieve a successful transition.

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Chapter-4_TC-Mickey_Mouse

TOMORROW'S CHALLENGES

WOULD YOU TRUST MICKEY MOUSE TO TEACH YOUR KID ENGLISH?

How Disney is using language centers to grow in China

Most of us grew up with Mickey and Minnie Mouse. We learned some elements of romance from Lady and the Tramp and we were terrified about lying thanks to Pinocchio. Snow White and the Seven Dwarfs told us to help others and Bambi instilled a fear of hunting. No matter what Disney film you name, it isn't hard to find an underlying moral message. The fact is we learned something about life from Disney. But feel-good moral messages set aside, would you consider Disney a reliable source for learning English?

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PERSPECTIVES FOR MANAGERS

FIGHTING COMMODITIZATION

Strategies for creating novel customer values

If the role of marketing was ever to bring about a balanced relationship between sellers and buyers, then in many industrial sectors it has failed to live up to that promise. Consider the following scenario.

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