The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity

The purpose of this article is to develop a conceptual model of the influences of product complexity on the applicability and adoption of solutions offerings as a marketing strategy. Qualitative data from in-depth interviews with executives at 7 furniture manufacturing firms were investigated and a conceptual model was developed. Based on the results, a model for relationships between different aspects of complexity and solutions is proposed and...