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Value creation by “muddling” in the B2B sector


  • Hultén, Peter


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.

Suggested Citation

  • Hultén, Peter, 2012. "Value creation by “muddling” in the B2B sector," Journal of Business Research, Elsevier, vol. 65(6), pages 781-787.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:781-787
    DOI: 10.1016/j.jbusres.2010.12.016

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    References listed on IDEAS

    1. Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 1-31, June.
    2. Klucharev, V. & Smidts, A. & Fernández, G., 2008. "Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes," ERIM Report Series Research in Management ERS-2008-038-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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