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Views on industrial service have conceptually progressed from the output of the provider's production process to the result of an interaction process in which the customer also is involved. An industrial company's offering often consisting of both goods and services is, however, inherently seller-oriented even if, especially when the focus is on solutions, there are attempts to be customer oriented. But, there is a need to go beyond the current literature and company practices. The authors propose that what is needed is a genuinely customer-based parallel concept to offering that takes the customer's view, and put forward a new concept labelled customer needing.
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