“…Elsewhere, more generic outcome-focused business practices are receiving increasing attention and are known as 'solution business models' (Storbacka, 2011(Storbacka, , 2013, 'outcomebased contracts' (Ng et al, 2013, Ng andNudurupati, 2010), 'result-orientated product-service systems' (Barquet et al, 2013), 'performance-based contracts' or 'servitization' (Vandermerwe and Rada, 1988). Examples of such commercial arrangements include Rolls Royce's 'Power By the Hour ©' service or printing equipment manufacturers that provide their printers to customers for free and then charge per printed sheet (Barquet et al, 2013, Ng et al, 2013.…”