Lecture: Balancing the Goods-Services Mix
"Balancing the Goods-Services Mix: The Role of Complementary Services in Technology Assimilation, and Their Relationship Quality Effects"
Large IT implementation projects are notoriously disaster-prone, with failure rates approaching 50% to 80% by some estimates. As a consequence, the traditional vendor focus on product adoption has begun to broaden to encompass successful technology "assimilation" by customers as well. Taking a cross-disciplinary approach, we examine the role that sellers play in software assimilation within buying organizations, and the marketing value of professional and support services they may offer to facilitate that process.