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Value creation by “muddling” in the B2B sector

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  • Hultén, Peter
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    Abstract

    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 6 ()
    Pages: 781-787

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:781-787

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Customer-perceived value; Muddling; Upgraded product offerings;

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