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Journal of Marketing Insights in the Classroom

Rethinking Customer Solutions: From Product Bundles to Relational Processes

Kapil R. Tuli, Ajay K. Kohli and Sundar G. Bharadwaj

Journal of Marketing Insights in the Classroom

JM Insights in the Classroom

Full Citation:
Tuli, Kapil R., Ajay K. Kohli, and Sundar G. Bharadwaj (2007), “Rethinking Customer Solutions: From Product Bundles to Relational Processes.” Journal of Marketing, 70 (3), 1-17.

Abstract Article
This study draws on depth interviews with 49 managers in customer firms and 55 managers in supplier firms and on discussions with 21 managers in two focus groups to propose a new way of thinking about customer solutions. Extant literature and suppliers interviewed for this study view a solution as a customized and integrated combination of goods and services for meeting a customer’s business needs. In contrast, customers view a solution as a set of customer–supplier relational processes comprising (1) customer requirements definition, (2) customization and integration of goods and/or services and (3) their deployment, and (4) postdeployment customer support, all of which are aimed at meeting customers’ business needs. The relational process view can help suppliers deliver more effective solutions at profitable prices. In addition, field research suggests that the effectiveness of a solution depends not only on supplier variables but also on several customer variables. Supplier variables include contingent hierarchy, documentation emphasis, incentive externality, customer interactor stability, and process articulation. Customer variables include adaptiveness to supplier offerings and political and operational counseling that a customer provides to a supplier. Several of these variables underscore the importance of suppliers developing social capital with customers. The authors discuss implications for solution suppliers and identify areas for further research.  

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Topic Areas: ​
Business-to-Business Marketing; Marketing Strategy; Services Marketing; Co-creation, Crowdsourcing, and Creativity; Customer Relationship Management, Equity and Lifetime Value; Customer Journey; Customer Satisfaction; Interorganizational Marketing; ​Marketing Leadership; Marketing Organization; Marketing Leadership; Salesforce Management and Personal Selling;

Special thanks to Kelley Gullo, Ph.D. candidate at Duke University, for her support in working with authors on submissions to this program.


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Kapil R. Tuli is Associate Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University.