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Company transition from selling goods to selling solutions

Accelerating digitalization of the economy and changing pandemic-driven consumer trends provide companies with opportunities for a complete customer satisfaction by using solutions. This work aims to consider the formation of a solution as the basis for the servitization of a company. The analysis of academic and consulting literature on solution and servitization concepts was used as a research method. The paper proposes an approach to define the concept of solution as an offer. Two types of sales using solutions have been determined: solution selling and outcome selling. The definition of an outcome-oriented solution is provided. Based on this definition and the key features of a solution, a solution creation model is formed which includes the following components: the key elements and characteristics, the nature of the problem, joint value creation, and outcome orientation. The paper develops a model of the servitization process and compares the categories of goods, services, and solutions taking into account the development of the concept of ecosystems. Researchers can use the findings to build solution models and develop the outcome component of a solution. Practitioners can use the results to make the company transition from selling goods to selling solutions.