Public and private organizations are transitioning from buying or selling products to procuring or selling complex, long-term integrated solutions consisting of bun-dles of interrelated products and services (Wise and Baumgartner, 1999; Davies et al., 2007). In response to an increasing demand for...

Although there is a growing body of research exploring the transition to a more service-based orientation in complex product markets, the majority of this literature adopts what might be classified as a ‘manufacturer-active’ point of view; that is it explores the challenges faced by firms...

Although there is a growing body of research exploring the transition to a more service-based orientation in complex product markets, the majority of this literature adopts what mighty be classified as a ‘manufacturer-active’ point of view; that is it explores the challenges faced by firms...