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首页> 外文期刊>Journal of Business Market Management >Seeking for Solutions within a Project Setting
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Seeking for Solutions within a Project Setting

机译：在项目设置中寻求解决方案

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摘要

There has been increasing attention focused on the importance of ‘solution selling’ in the often very close relationships that characterize business-to-business marketing. While an extant predominantly product-centric view of solutions prevails in the literature, this has recently been juxtaposed with a more process-oriented view. We review such a process-oriented solution model briefly, and focus on the managerial challenge of how firms make this process-oriented approach work in practice. We argue that, in parallel to adopting a process-oriented approach, companies also have to focus their attention specifically on how to mobilize the different parties in order to amalgamate the perspectives and orientations between the interacting counterparts. We propose an interaction process model of how this ‘collective mind’ is achieved, using as an example a study of the United Kingdom’s Lean Aerospace Initiative (UK LAI), a large project with a specific solution in mind – improving the global competitiveness of the UK’s Aerospace industry. We use our model to show how the three main groups of actors (Government bodies, four Universities, and the aerospace companies themselves) interact in their pursuit of co-creating their collective solutions.
机译：在通常以企业对企业营销为特征的非常密切的关系中，人们越来越关注“解决方案销售”的重要性。尽管在文献中普遍存在以解决方案为中心的解决方案，但最近已将其与更注重过程的观点并置。我们简要回顾了这种面向过程的解决方案模型，并着重于企业如何使这种面向过程的方法在实践中起作用的管理挑战。我们认为，除了采用以过程为导向的方法外，公司还必须将注意力特别集中在如何动员不同各方上，以融合相互交流的对方之间的观点和方向。我们以英国“精益航空航天计划”（UK LAI）的研究为例，提出了一个如何实现“集体思维”的互动过程模型，该计划是一个考虑了特定解决方案的大型项目，旨在提高该公司的全球竞争力。英国的航空航天业。我们使用模型来展示三个主要参与者（政府机构，四所大学和航空航天公司自身）如何在共同创建集体解决方案的过程中相互影响。

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