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Market solutions: Breaking free from dyad-centric logic and broadening the scope of S-D L

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This paper addresses the pitfalls of dyad-centric approaches to solution marketing and, via the case findings and analysis, the interest to be had in adopting a market-centric approach. It provides, on the one hand, an improved understanding of business-to-business (B2B) solution approaches, whilst at the same time contributing to Service-Dominant (S-D) logic thinking via market-shaping theory. On the other hand, it contributes towards market-shaping conceptualisation. The research is based on case study materials and methods originally collected and implemented in the B2B relationships area. The materials have subsequently been subject to re-examination with focus on data on the ‘outskirts’ of the case. Findings reveal, first, that solution offering considerations span from dyadic through to market-wide phenomena. This pleads accordingly for a market-centric approach from an S-D logic stance, as contrasted with present-day firm and customer-centric tendencies. Moreover, as regards market-shaping theory, multiple versions or forms of markets can be seen to exist. In the case at hand, a bipolarisation of the market is generated.
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Keywords: Service-Dominant Logic; business solution; customer solution; market shaping; market solution

Document Type: Research Article

Affiliations: Euromed Management, France

Publication date: 2012-12-01

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