Value creation by “muddling” in the B2B sector
AbstractUsing 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.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 6 ()
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Web page: http://www.elsevier.com/locate/jbusres
Customer-perceived value; Muddling; Upgraded product offerings;
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