Year-end Sale % OFF 
Abstract
The purpose this study is to provide tangible examples of the rapid productisation (RP) challenges in high-tech companies in a sales situation. The need to respond quickly to customer preferences in a changing business environment poses new challenges for companies. RP, a new concept originating from practical challenges, seeks to add customer value in the sales negotiation. When an existing product and service portfolio does not satisfy the customer, RP provides a faster alternative to a new product development process. This study supports managers considering RP as an option to better serve customers and to increase agility within the organisation. It explores RP and presents challenges and preconditions for RP in a sales situation.
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