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Dr. Chloé Renault
« The antecedents
to solution success »
Why do we care?
We need people…
to use it !
Me myself and I
Visual Note taking
Me and others…
and many others…
Me to others
• Lego pitch
• Dissertartion example
5 years of my life – 75 folders – 67 dofiles – 546
surveys- 2 countries – zillions of hours of
works – 21 versions of the manuscripts – 220
pages – 35 interviews – more than 100 hours
participative observation ….
= Huge complexity !
Major manufacturing firms are currently undergoing an important strategic move by developing
complex customer solutions next to their existing product offerings (Matthyssens and Koen
2008; Tuli et al. 2007; Ulaga and Reinartz 2011). Though managers and consultants alike think
that “solutions could be the answer”(Foote et al. 2001), the actual business track record as
well as existing academic literature emphasize how difficult and challenging a venture
solution businesses are.
This dissertation contributes to understanding the antecedents to solution business success at
the contractual level by investigating two solution-specific challenges being (1) risk
management and (2) extensive inter-organizational collaboration (Ulaga and Reinartz 2011).
First, this dissertation proposes an agency-based conceptualization of complex customer
solutions which acknowledges risk as a core element in solution contracts and identify risk
management capabilities necessary for the solution provider’ success. Second, this
dissertation investigates how manufacturing firms can leverage their existing channel
partners to achieve successful solution execution, analyzing value co-creation in triadic
constellation (Normann and Ramirez 1993). This dissertation builds on an extensive
qualitative work and triadic data coming from (1) a manufacturing firm marketing solutions,
(2) its solution clients and (3) the channel partners acting as subcontractor for this
Keywords: complex customer solutions, service strategies in B2B; risk management, goal
alignment, value co-creation, value constellation, inter-organizational collaboration,
How can manufacturing firms best leverage their channel partners
in solution execution?
What are the consequences of adding a subcontracting
organization to the solution execution network?
Me and others
How to DO it?
• A few rules on the page…
On the web
• Google images
If you want to
read about it !
Sticky messages are….