Customer Solutions: Does A Non-Western Context Matter? Empirical Evidence From Jordan

Research on solutions provision, a growing field in academia and practice, has recently received significant attention in western context. However, the current literature suggests that the decision to provide complex and customized solutions should be linked to the nature of the industries, markets and customers’ needs. The purpose of this paper is to investigate solutions provision in the Arabian business context. Based on interviews with suppliers and customers firms in Jordan, the study reveals that standardized solutions are attractive to customers and profitable to suppliers. Further, solutions relationship is found to be pragmatic rather than long term and exclusive.