This study explores the communication of reciprocal value propositions in buyer-seller
interaction and examines whether each party's value proposition is congruent with the value …

Purpose The existing literature is fragmented across disciplines and does not provide a
holistic, comprehensive view on how value is created, deployed and captured. This paper …

Value co-creation has emerged as a way for organizations to gain a competitive advantage
and differentiate themselves from the competition. In the literature, a positive link has been …

We have extensive knowledge about the thematic development of the business-to-business
marketing research. Much less is known, however, how major research contributions are …

Purpose The purpose of this paper to explore the value creation expectations of salespeople
and buyers for initial sales meetings and to investigate how such expectations align …

Purpose The purpose of this study is to investigate the drivers of business-to-business (B2B)
sales success and the role of digitalization, in a selling and sales management landscape …

Local firms operating in bottom of the pyramid (BoP) markets face significant challenges in
managing their innovation practices and creating value for customers. Operating in resource …

Purpose This study aims to offer a conceptualization of sales transformation, a phenomenon
that is redefining the role of salespeople and the nature of Business-to-Business (B2B) …

Since its inception in the field of organizational learning, ambidexterity has now evolved as a
ubiquitous phenomenon, permeating all functional units of an organization. Over the last …

International low-cost competition and commoditization, technological innovation, especially
digitalization and increasingly broad and demanding customer requirements undermine the …