Authors: Paul Johnston; Simon Kelly
We propose an approach for a qualitative exploration of the competences utilised by marketing professionals in the production and communication of business to business (B2B) customer value propositions. A conceptual model is offered that seeks to connect abstract conceptualisations of actor competences to a pragmatic managerial framework that might have everyday utility in the production of customer value propositions. In this way, we seek to embrace the idea of engaged scholarship by producing a piece of research that is sensitized to academic theory, yet accessible and relevant for B2B practitioners.
Journal: ( – )
Web Address:
Publish Year: 2019
Conference: Paris, France (2019)