Moving from basic offerings to value-added solutions: Strategies, barriers and alignment
Moving from basic offerings to value-added solutions: Strategies, barriers and alignment
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DOI：
10.1016/j.indmarman.2007.07.008
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发表时间：
2008-05
影响因子：
10.3
通讯作者：
P. Matthyssens;K. Vandenbempt
中科院分区：
文献类型：
--
作者：
P. Matthyssens;K. Vandenbempt
商品化侵蚀了公司的竞争差异化，往往导致利润挤压。现有文献建议从基本产品提供到基于服务的价值概念的过渡，以便在这样的背景下重新获得竞争力。本文探讨了商品化的电子技术行业中供应商为创造新的非价格为基础的顾客价值所做的具体努力。在本文中，一个分类法的努力是建立在竞争战略和战略营销文献。我们的研究确定了市场引入这些新价值概念的障碍。对该行业的观察得出了一个框架，该框架(1)提出了从基本产品向基于服务的解决方案过渡的备选逐步战略，(2)为克服已确定的障碍提供了协调建议。引入新的基于服务的价值概念的迁移路径是渐进的，而不是激进的，管理者应该用(a)价值链行动来创建多层次的行业支持和(b)组织对齐方法来补充他们的市场方法。
Commoditization erodes the competitive differentiation of companies and often leads to a profit squeeze. Existing literature recommends the transition from basic product offerings to service-based value concepts in order to regain competitiveness in such a context. This paper explores the concrete efforts of suppliers in the commoditized electro-technical industry to create new non-price-based customer value. In this paper, a taxonomy of efforts is developed which builds on the competitive strategy and strategic marketing literature. Our research identifies barriers to the market introduction of these new value concepts. Observations in this industry lead to a framework that (1) proposes alternative step-by-step strategies for making the transition from basic products to service-based solutions, and (2) offers alignment suggestions for overcoming identified barriers. Migration paths to introducing new service-based value concepts are incremental rather than radical, and managers should complement their market approach with (a) value chain actions to create multilevel industry support and (b) an organizational alignment approach.