Integrated Product and Service Offerings Creates Logistical Challanges - The Problem and the Choice of Research Design
Yesterday’s sole hardware product is becoming more and more rare. Today, the original products are increasingly surrounded by value adding services, software or control systems, all bundled together to a “total offer”. Christopher (1998) states that it is the totality of the offer which delivers customer value, and that adding value through differentiation and/or service is a powerful means of ach
