Differentiating Market Offerings Using Complexity and Co-Creation: Implications for Customer Decision-Making Uncertainty

ESCP Europe Working Paper No. 53

30 Pages Posted: 11 Jul 2010

See all articles by Olaf Plötner

Olaf Plötner

ESMT Customized Solutions

Jan Lakotta

ESCP-EAP European School of Management

Frank Jacob

ESCP-EAP European School of Management

Date Written: May 11, 2010

Abstract

Customer decision-making uncertainty (DMU) is a persistent phenomenon in business-to-business markets. However, there is substantial variation in the degree customers perceive DMU and hence suppliers should react to it. Based on existing industrial buying typologies, this paper proposes a new classification scheme to explain variance in customer DMU. To this end, market offering complexity and co-creation are used as defining dimensions and four ideal types of industrial market offerings are constructed. We show theoretically that DMU is especially prevalent for complex solutions. The paper closes with guidance for suppliers of industrial market offerings and an outlook for future research.

Keywords: Decision-making Uncertainty, Industrial Market Offerings, Complex Solutions, Typology

Suggested Citation

Plötner, Olaf and Lakotta, Jan and Jacob, Frank, Differentiating Market Offerings Using Complexity and Co-Creation: Implications for Customer Decision-Making Uncertainty (May 11, 2010). ESCP Europe Working Paper No. 53. Available at SSRN: https://ssrn.com/abstract=1638534 or http://dx.doi.org/10.2139/ssrn.1638534

Olaf Plötner

ESMT Customized Solutions ( email )

Schlossplatz 1
10117 Berlin
Germany
+49 (0) 30 212 31-0 (Phone)
+49 (0) 30 212 31-8001 (Fax)

HOME PAGE: http://www.esmt.org/eng/faculty-research/olaf-ploetner/

Jan Lakotta (Contact Author)

ESCP-EAP European School of Management ( email )

Heubnerweg 6
Berlin, 14059
Germany

Frank Jacob

ESCP-EAP European School of Management ( email )

Heubnerweg 6
Berlin, 14059
Germany
+49-30-32007-146 (Phone)
+49-30-32007-118 (Fax)

HOME PAGE: http://www.escp-eap.eu

Register to save articles to
your library

Register

Paper statistics

Downloads
52
Abstract Views
404
rank
379,609
PlumX Metrics