Transformation from product-orientation to solution proposition – a case study within a health technology company in Africa

Abstract

The concept of selling integrated solutions, as opposed to selling individual products, has emerged as a method of understanding and addressing customers’ problems holistically. As such, this concept has become popular, particularly in business-to-business (B2B) companies that seek differentiation in highly commoditised markets. The purpose of this research was to explore key success factors for transforming from product-orientation to integrated solutions for a multi-national B2B Healthtech company. The study was supported by the theories of organisational design, service dominant logic and absorptive capacity. The research adopted an exploratory, qualitative single case study method. Data were collected from internal company documents and portals as well as from a sample of 11 participants from the case company – ranging from executive level to middle management– using semi-structured interviews. The resultant data from the interviews were analysed using a combination of methods including the NVivo tool. The findings indicate that a successful transformation program from product-orientation to solution-orientation for the Healthtech company requires structural changes in the company’s organisational design as well as its capabilities. The results further indicate that the adoption and utilisation of value co-creation is pertinent in addressing customer problems and can produce quantifiable value for both the company and its customers