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 an expansion of the complexity concept suggested. The article expands the knowledge on both solutions strategy and complexity and may also guide managers in the development of their marketing strategies.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.