According to researchers at Emory University’s Goizueta Business School, providing solutions and meeting customer needs may not always be congruous. In their new paper entitled, Rethinking Customer Solutions: From Product Bundles to Relational Processes, marketers Sundar Bharadwaj, Ajay Kohli, and Goizueta doctoral graduate Kapil Tuli, examine the disconnect between how suppliers and customers view a solution. This difference can impact how suppliers sell, develop, and provide for their customers. The research study is forthcoming in the Journal of Marketing.
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