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- W2891830379 abstract "In academic and business literature, suppliers providing solutions to their business-to-business (B2B) customers are often described as achieving increased customer retention, higher sales volumes, and enhanced cross-selling. Yet there is limited empirical evidence to support the positive impact of solutions on these customer-related outcomes. Moreover, it is unclear whether suppliers obtain similar outcomes from buyers at different relationship life-cycle stages. This paper aims to address these two gaps and tests the contingency role of the relationship life-cycle in driving future customer outcomes. It proposes that there is a positive effect for solutions provided to recent customers (labeled as “accelerator” role) rather than to established ones (labeled as “leverage” role). Results from a longitudinal analysis of the sales database of a North American company providing solutions to its customers empirically support the “accelerator” role of solutions." @default.
- W2891830379 created "2018-09-27" @default.
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- W2891830379 date "2019-01-01" @default.
- W2891830379 modified "2023-09-27" @default.
- W2891830379 title "B2B relationships on the fast track: An empirical investigation into the outcomes of solution provision" @default.
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- W2891830379 doi "https://doi.org/10.1016/j.indmarman.2018.08.012" @default.
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