Successful implementation of value-based selling: a value co-creation and dynamic capabilities perspective
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 23 September 2020
Issue publication date: 11 March 2021
Abstract
Purpose
This study aims to investigate the new connotations, key antecedents, outcomes and contingency factors of value-based selling (VBS) in the context of business to business (B2B) industrial marketing.
Design/methodology/approach
This study develops a comprehensive conceptual framework of VBS by analyzing and synthesizing the existing literature on VBS and associated solutions.
Findings
The paper describes the research streams of VBS; proposes a comprehensive conceptual framework consisting of the factors influencing VBS at the organizational, individual, customer and environmental levels, together with 12 research propositions; and provides an agenda for future research.
Research limitations/implications
The paper is conceptual; empirical studies are required for examining the suggested propositions and agenda.
Practical implications
VBS is a process-oriented sales approach that involves multiple value creation and plays a crucial role in industrial solution selling. The successful implementation of VBS depends on the micro-foundations of an organization’s dynamic capabilities and considers the influence of individual, customer and environmental factors.
Originality/value
To the best of the authors’ knowledge, this study is the first to introduce value co-creation and dynamic capability theory into VBS research in the context of industrial marketing. It discusses the antecedents, outcomes and contingency factors of VBS in detail in the form of a comprehensive research framework and proposes a future research agenda. These discussions expand the theoretical research on VBS and provide useful implications for B2B marketing practice.
Keywords
Acknowledgements
National Natural Science Foundation of China (71472035) , proof misses a word “Natural”.
This research is supported by the National Science Foundation of China (71472035). We are grateful to the two anonymous reviewers, the associate editor, and other colleagues for their useful comments on earlier versions of this paper.
Citation
Liu, Y. and Zhao, X. (2021), "Successful implementation of value-based selling: a value co-creation and dynamic capabilities perspective", Journal of Business & Industrial Marketing, Vol. 36 No. 3, pp. 372-389. https://doi.org/10.1108/JBIM-05-2020-0240
Publisher
:Emerald Publishing Limited
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