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Value creation by “muddling” in the B2B sector
Hull University Business School, Hull, UK and ESC-Rennes School of Business France, Rennes France.
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
Abstract [en]

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.
Keyword [en]
Customer-perceived value, Muddling, Upgraded product offering
National Category
Business Administration
Research subject
Business Studies
URN: urn:nbn:se:umu:diva-46634DOI: 10.1016/j.jbusres.2010.12.016OAI: diva2:439551
Available from: 2011-09-08 Created: 2011-09-08 Last updated: 2012-05-25Bibliographically approved

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