It is important for a solution provider to choose customers who are likely to be adaptive, willing to share information about their operations, and guide the solution provider about their internal politics that could derail the solution.​ ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

1. From: Tuli, Kohli, and Bharadwaj (2007)
Solution providers should choose
their B2B customers carefully.
What are the characteristics of good B2B
customers?

2. From: Tuli, Kohli, and Bharadwaj (2007)
Remember: Effective solutions are co-created with customers
Operations
Counseling
Internal Political
Counseling
Adaptability
(Customer characteristics)
Therefore, choose customers that are
likely to:
• Be adaptive
• Willing to share information about
their operations
• Guide the solution provider about
their internal politics that could
derail the solution.