ABSTRACT
The chapter outlines four critical generic stages in the customer choice/rejection/experience processes, along with a set of key characteristics of business-to-business (B2B) product/service customer choice/rejection/experience processes. In many cases, slow market and market network adoption are the direct result of the wrong product bundle choices, the wrong service bundles choices, or a failure to integrate the choices well in a customer solution. Every potential customer hospital wanted its own unique product/service super-bundle, which resulted in very low inter-customer economies of scale. The more realistic and clinical the customer analysis, the better managers can predict realistic adoption rates and spot those customers with poor prospects for rapid adoption. In many product/service cases, managers' conceptualization of the realities of their customers' processes and behaviour in adoption is hopelessly naive and simplistic. The chapter presents tools and concepts to help managers manage the realities of product/service solution adoption more successfully.
