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Liczba wyników
2014 | 22 | nr 4 | 109--117
Tytuł artykułu

NPV-Relevant Product Description and B2B Marketing Contribution to Value Creation

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations?

Methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier's controlling system to differentiate between value drivers and value causes.

Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework.

Originality: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value. (original abstract)
Rocznik
Tom
22
Numer
Strony
109--117
Opis fizyczny
Twórcy
  • Wrocław University of Economics, Poland
Bibliografia
  • Anderson, R.E., Hair, J.F. and Bush, A.J. (1992). Professional Sales Management. New York: McGraw-Hill.
  • Anderson, J.C., Kumar, N. and Narus, J.A. (2007). Value Merchants. Demonstrating and Documenting Superior Value in Business Markets. Boston: Harvard Business School Press.
  • Dacin, P.A. and Brown, T.J. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1): 68-84.
  • Eggert, A., Ulaga, W. and Schultz, F. (2006). Value creation in the relationship life cycle: a quasi-longitudinal analysis. Industrial Marketing Management, 35: 20-27.
  • Hunt, S. (2013). A general theory of business marketing: R-A theory, Alderson, the ISBM framework, and the IMP theoretical structure. Industrial Marketing Management, 42: 283-293.
  • Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1): 1-22.
  • Rappaport A.(1986). Creating Shareholder Value: A Guide For Managers And Investors. The Free Press.
  • Payne, A. and Holt, S. (2001). Diagnosing customer value: integrating the value process and relationship marketing. British Journal of Management, 12: 159-182.
  • Riffe, L., Lacy, S. and Fico, F.G. (1998). Analyzing Media messages. Using Quantitative Content Analysis in Research. London: LEA.
  • Rust, R.T, Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68 (October): 76-89.
  • Ryssel, R., Ritter, T. and Gemunden, H.G. (2004). The impact of information technology deployment on trust, commitment and value creation in business relationships. The Journal of Business & Industrial Marketing, 19(3): 197-207.
  • Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998). Marketbased Assets and Shareholder Value: A Framework for Analysis, Journal of Marketing, 62: 2-18.
  • Ulaga, W. and Eggert, A. (2002). Customer perceived value: a substitute for satisfaction in business markets? The Journal of Business & Industrial Marketing, 17(2/3): 107-118.
  • Ulaga, W. and Eggert, A. (2006). Relationship value and relationship quality: broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4): 311-127.
  • Walter, A., Ritter, T. and Gemunden, H.G. (2001). Value creation in buyer-seller relationships. Industrial Marketing Management, 30(4): 365-377.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171334713

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