Chapter 5: Organizing for Sales in VUCA Contexts: The Transformation Process from Products to Solution Sales

This chapter is an in-depth description of a change process when a company in the media industry carries out a major reorientation of its business. Its old product-oriented business model has become obsolete and it turns toward a solutions-oriented business. But that turns out to be a much more complicated process than anticipated.

The chapter provides a lively story about this process: Why did it start to begin with, what are the kinds of critical events, which are the turning points, resistance to change, tensions, how are they managed, etc.

The chapter and the story told serves as an illustration and a representative for many other similar processes.