Document Type : Original Article


1 Ph.D student in business administration, majoring in marketing, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

2 Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

3 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran


In the business-to-business that includes specialized markets and the complex needs of customers, many product manufacturers and service providers take action to offer unique solutions that is responsible for most of the actions and parts of the process. The nature of software products and services as well as difference and diversity of customer needs that entails providers to seek customer solutions. The purpose of this research is to develop a forming and deployment customer solutions model in the Iranian software industry. The research data collected via interviews with 18 software industry experts. Thematic analysis was used to analyze the data. After the primary categories extracted from the data, they were referred back to the experts to be verified. After experts approval and screening, 27 sub-categories and 11 main categories were obtained. The main categories are: "Customer organization maturity amount; Provider knowledge from the customer business ecosystem; Correct knowledge of the customer from its request; Provider and customer use of multitasking teams; Achieve to joint language and mutual understanding; Provider approach in partnership with customers; Mechanisms of documentation, requests transference and feedbacks; Predicting and controlling of uncertainties; Supporting and directing changes in the customer organization; Redefining and clarifying customer processes; and Provider and customer mutual protection from knowledge assets. Then, the model of research obtained by using Interpretive Structural Modelling.


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