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Kundenlösungen als Signale - Warum Unternehmen am Lösungsgeschäft festhalten sollten, auch wenn es nicht profitabel ist

Author

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  • Zimmer, Marcus
  • von Wangenheim, Florian
  • Salonen, Anna

Abstract

Nicht immer erfüllt das Geschäft mit Kundenlösungen die Erwartungen und erweist sich oft als wenig profitabel. Dennoch halten Anbieter* daran fest. Die Signaling-Theorie liefert Erklärungen hierfür: Lösungen senken das wahrgenommene Kaufrisiko und strahlen Kompetenz und Kundenorientierung aus, auch auf das Komponentengeschäft. Dies lässt sich strategisch einsetzen.

Suggested Citation

  • Zimmer, Marcus & von Wangenheim, Florian & Salonen, Anna, 2022. "Kundenlösungen als Signale - Warum Unternehmen am Lösungsgeschäft festhalten sollten, auch wenn es nicht profitabel ist," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(3), pages 22-29.
    • Handle: RePEc:zbw:hsgmrs:276188
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