Rethinking manufacturer–dealer relationships for customer solutions: From a single to a portfolio of relationship modes

As manufacturers bundle products, services, and software into customer solutions, they need to rethink both customer and dealer relationships. Existing literature mainly explores changes in manufacturer-customer ties. Less is known about how manufacturers that use dealers as intermediaries for customer solutions must adapt their relationships with dealers. This article draws on an abductive qualitative study comprising 47 interviews with manufacturers, dealers, and customers across six industries, complemented by an embedded process case. The research examines how greater solution orientation reshapes manufacturer–dealer relationships. The findings reveal three relationship modes: (1) manufacturer-led enablement, (2) joint coordination, and (3) strategic co-creation. These modes differ in governance, coordination, decision-making, and power. The study extends the relational-process view of customer solutions to dealer-mediated channels. We develop the relationship mode portfolio concept and show that advanced servitization does not necessarily eliminate dealers; instead, dealers assume different roles depending on solution requirements.