Authors: Anna Öhrvall Ronnback; Dan Andersson; Helén Anderson; Johan Lilliecreutz; Maria Huge Brodin; Per-Olof Brehmer
Today, small and medium sized firms (SME) that collaborate in networks become more andmore important to customers as an origin of innovations and new business. For SMEs theInternet complements traditional sales channels when customers select suppliers in abusiness-to-business context. The purpose of this paper is to examine how suppliers articulateand communicate their value offering via the Internet.This paper presents a framework to be used for the analysis of value offerings. Data wascollected September-October 2003 from newly founded companies, located in three Swedishscience parks and from the first visual page of the companies? official web site. The data wasanalysed according to two main categories: value types and value mechanisms.Our findings show that the Internet is a marketing window, but in none of the studied cases asales or distribution channel. A conclusion from our work is that companies that sellhardware are clearer in expressing their value offering, while service firms are less focusedon what value they can bring to their customers.
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Publish Year: 2004
Conference: Copenhagen, Denmark (2004)