Value creation by “muddling” in the B2B sector
2012 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 65, no 6, 781-787 p.Article in journal (Refereed) Published
Using empirical data from an online survey of 93 managers in the Swedish business-to-business sector, this study analyzes customers' perceptions of the value of upgraded product offerings. With a Lindblomian perspective, this research identifies factors that affect value judgments. Findings indicate that communication of the value of upgraded product offerings and usage situations are positively associated with the customer-perceived operative value drivers. However, it is only the value perceptions from usage situations that significantly impact the perceived value drivers. A conclusion drawn is that Lindblom’s theories on “muddling” are instrumental in explaining why it is difficult for a customer to accurately assess the value of a new solution, and why usage situations positively affect the operative value drivers in a buyer-seller relationship. Thus, “muddling” creates value in such relationships.
Place, publisher, year, edition, pages
Elsevier , 2012. Vol. 65, no 6, 781-787 p.
Customer-perceived value, Muddling, Upgraded product offering
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-46634DOI: 10.1016/j.jbusres.2010.12.016OAI: oai:DiVA.org:umu-46634DiVA: diva2:439551