Transition from Product to Solutions: Understanding Aspects and Providing a Conceptual Framework for Customer Solutions in Multinational Companies; Meta–Synthesis Approach

With increasing competition at the international level and the emergence of complex customer needs, some suppliers have changed their value proposition from product or service selling to solution selling. Since studies of the solution have each addressed different aspects of the solution, and there is no clear framework for understanding the issue because of the novelty of the debate. Therefore, the purpose of this study is to summarize and classify the main categories and concepts related to customer solution in multinational companies and provide a conceptual framework for understanding it. For this purpose, 53 cases of qualitative studies customer solution in multinational companies analyzed by content analysis and their codes extracted using Meta–Synthesis method. Then the codes that conveyed a similar concept categorized into 13 concepts. Related concepts also categorized into 5 categories. The findings of the research showed that the customer solution framework has five main components: " configuration of strategic capabilities", "configuration of solution networks", "modularity of solution delivery", "solution processes and templates" and "uncertainty and tensions of solution”. These components find meaning in an interconnected framework and provide the basis for successful International business transition from selling products and services to delivering customer solutions.