Overcoming Roadblocks to Implementing Value-Based Selling: Aligning Organizational Support with Sales Force Activities

摘要

There is a rich and diversified body of literature on customer value in business markets. For many years, customer value has been described as the cornerstone of the business marketing discipline (Anderson and Narus 1999), and scholars and practitioners alike have built on the fundamental tenet that "value creation and value sharing can be regarded as the raison d'etre of collaborative customer-supplier relationships" (Anderson 1995; p. 349).