Companies in all varieties of B2B markets have moved beyond selling products and services to offering complete “solutions” to their customers. Alstom keeps trains ready to run each morning for railroad operators rather than just selling the rolling stock to them. General Electric helps hospitals manage and use patient data rather than selling them the equipment and software to do the job. Hilti provides and maintains power tools for builders. Rolls Royce runs the engines you see on the wings of your plane. Syngenta offers rice farmers planted fields.
Understanding Customers in the Solution Economy
First, let’s agree on what we mean by a solution.
August 24, 2012
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.