While the use of data in business-to-business marketing is not a new phenomenon, the
digitization and digitalization of business-to-business firms' business models have recently …

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 …

While most investigations of value and value co-creation empirically focus on either the
individual micro-level or the collective macro-level, a systemic perspective asserts that …

The traditional goods dominant logic lexicon assumes pre-specified and static roles of
market participants. Fixed roles such as 'supplier'and 'customer'imply that value creation …

The interactional, interdependent, and dynamic nature of value co-creation has made value
management in business relationships a particularly challenging issue for both …

This research investigates the cognitive barriers to the generation of collaborative
innovations among supply chain members. The results of our case study show how different …

The investigation of how exactly salespeople create value at the individual level of
interaction is still incomplete. While there have been lively debates on value creation and co …

Purpose The purpose of this paper is to investigate how business-to-business (B2B)
companies operating in durable goods use digital communications after the COVID-19 …

Value-based pricing has the potential to improve differentiation, profitability, and value
creation for industrial firms and their customers. However, while most of the pricing research …

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 …