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.
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?
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.
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.