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Three Ways to Sell Value in B2B Markets / Keränen, Joona

Author
Keränen, Joona
Published
MIT Sloan Management Review, 2021.
Edition
1st edition.
Physical Description
1 online resource (9 pages)
Additional Creators
Terho, Harri, Saurama, Antti, O'Reilly for Higher Education (Firm), and Safari, an O'Reilly Media Company
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Summary
As customers face pressure to reduce costs while maintaining profitability, value-based selling (VBS) has become critical in B2B markets. The authors' research suggest that vendors can adopt either a product-centric, customer process-centric, or performance-centric VBS approach. In this article, they highlight the key characteristics, requirements, and challenges of each option, and provide guidance on how to choose the right VBS approach based on the circumstances.
Subject(s)
Digital File Characteristics
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Copyright Note
Copyright © 2021 MIT Sloan Management Review 2021
Issuing Body
Made available through: Safari, an O'Reilly Media Company.
View MARC record | catkey: 37460252