Authors: Elina Jaakkola; Harri Terho; Joona Keranen; Mekhail Mustak
Customer value-driven exchange (VDE) processes have become increasingly important in B2B markets, but they require reciprocal adaptations. While IMP literature have provided rich insights on adaptations in B2B markets, it considers almost exclusively a product-driven and value-in-exchange perspective. This offers scant insights for exchange processes that focus on value-in-use. Therefore, this study explores reciprocal adaptations required for successful VDE in B2B markets. Based on a discovery-oriented field-study with nine matched suppliercustomer dyads in B2B markets, the findings explicate the key adaptations required in the i) actor’s organizational, employee, and network resources, ii) actor’s selling/purchasing process, and iii) collaborative resource integration process, for the achievement and realization of valuein-use, and how these adaptations are carried out at individual and organizational levels. Overall, this study contributes to several priority areas in the current B2B marketing research, where the adaptations to reciprocal VDE processes and matching value-driven sales and purchasing practices have remained critical, yet poorly understood issues.
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Publish Year: 2018
Conference: Marseille, France (2018)