Selling Value in Business Markets: Individual and Organizational Factors for Turning the Idea into Action

Terho, Harri; Eggert, Andreas; Ulaga, Wolfgang; Haas, Alexander; Böhm, Eva

doi:10.1016/j.indmarman.2017.06.015

Cited by 71 publications

(82 citation statements)

References 79 publications

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“…The MOA framework is characterized as a meta-theory [26] and provides a complete analysis framework to explain individual or organizational behaviors from both subjective and objective perspectives. Therefore, the framework has good stability and predictability [27] which is why it is widely used in various research areas such as the adoption of innovations, business decision-making, marketing, and knowledge management [28]. For example, when analyzing enterprises' behavior, Zhang applied the MOA theory to explain companies' behavioral patterns when they constructed a structural hole in the coalition organization [25].…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Ability. Ability refers to the knowledge and skills that an entity or enterprise possesses which are relevant to certain behaviors [28]. Because of the technology-intensive nature of big data implementation, enterprises' ability concerning big data cannot improve without the support of data talents [37], technical capability [40], financial support [38] and data resources [41].…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Analysis of Influencing Factors of Big Data Adoption in Chinese Enterprises Using DANP Technique

et al. 2018

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Globally, many enterprises are currently focusing on big data technology to improve their performance and operations. Recent literature points out several factors that influence the adoption of big data. However, enterprises often resist using the business value of big data due to a lack of knowledge. The purpose of this study is to investigate the factors influencing big data adoption by Chinese enterprises and to develop an indicator system based on the Motivation–Opportunity–Ability (MOA) model. Moreover, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method is used to construct a network relationship map and to analyze its effects. Using the DEMATEL-based Analytic Network Process (ANP) (DANP) method to identify the weight distribution of index, this study quantitatively evaluates the influencing factors. The results show that leadership support, perceived usefulness, financial support, data resources, industrial development, data talents, and technical capability are key elements affecting the application of big data. Accordingly, some targeted suggestions are proposed.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Analysis of Influencing Factors of Big Data Adoption in Chinese Enterprises Using DANP Technique

et al. 2018

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“…Research on micro-foundations has witnessed a surge in interest within the last years (e.g., Barney & Felin, 2013;Felin & Foss, 2005;Gavetti, 2005;Helfat & Peteraf, 2015) with a specific interest in value-based pricing and selling arising more recently (e.g., Hinterhuber, 2015Hinterhuber, , 2017Hinterhuber & Liozu, 2017;Terho et al, 2017;Ulaga & Loveland, 2014). Micro-foundations are concerned with "the level of individual action and interaction" and its connection to firm performance (Abell, Felin, & Foss, 2008, p. 492).…”

Section: The Micro-foundations Of Value-based Pricing and Sellingmentioning

confidence: 99%

“…While practitioners (e.g., de Rose, 1991de Rose, , 1992 and the pricing literature (e.g., Nagle & Holden, 2002) have highlighted the need for salespeople to focus on both value creation and value capture, the sales literature has been lagging behind. Yet, one sales orientation that focuses on both has witnessed a surge in interest in recent years: value-based selling (e.g., Hinterhuber, 2017;Terho et al, 2015;Terho et al, 2017;Terho et al, 2012;. Value-based selling is a selling orientation aligned with capturing a reasonable amount of value for the supplier (Nagle & Holden, 2002; while enabling customer value creation (Terho et al, 2012).…”

Section: Selling Practicesmentioning

confidence: 99%

“…Emphasizing value-based pricing and selling requires considerable commitment (Nagle & Holden, 2002); however, the pay-off is not guaranteed and depends on a variety of internal and external conditions. Nevertheless, prior research indicates that value-based selling has on average a positive relation with performance at the level of the salesperson (Terho, Eggert, Haas, & Ulaga, 2015;Terho, Eggert, Ulaga, Haas, & Böhm, 2017) and value-based pricing with performance at the level of the product (Ingenbleek, Frambach, & Verhallen, 2010 and the firm (Liozu & Hinterhuber, 2013). As the first group of examples indicates, firms may struggle to profit from the customer value they enable to create.…”

Section: Introductionmentioning

confidence: 99%

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Micro-foundations of value-based pricing and selling

Kienzler¹

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Enabling customer value creation is central to marketing theory and practice. Yet, doing so does not ensure that supplier firms profit from it. Value-based pricing and selling come with the prospect of translating customer value creation into greater profits for suppliers. However, despite sustained interest, only a limited number of firms emphasize value-based pricing and selling. Existing research has highlighted organizational challenges as potential reasons. Unfortunately, this focus on organizational challenges obscures the role of individuals within organizations (i.e., its micro-foundations), such as the fact that managers and salespeople determine and realize prices. The purpose of this thesis is thus to describe and analyze the micro-foundations of value-based pricing and selling in business markets. The thesis' conceptual framework introduces bounded rationality and heterogeneity-two overlooked forces-to investigate the affective, cognitive, and motivational micro-foundations of value-based pricing and selling. The thesis' empirical foundation consists of five papers that investigate the microfoundations suggested by the framework. The findings indicate that research would benefit from a wider variety of research approaches. Currently, insights into micro-foundations are lacking, in part due to the focus on research designs and theories aimed at the organizational level; experimental designs and theories from psychology would allow amendments to prior research. Furthermore, individual rationality and individual differences play a role. In this regard, managers' cognitive biases impact upon the extent to which firms focus on value-based pricing. Moreover, price presentation impacts managers' value perception and purchase intention. The findings also suggest that managers' personalities and salespeople's experience and learning orientation are important individual differences affecting the emphasis on valuebased pricing and selling. Consequently, affective, cognitive and motivational micro-foundations-arising due to bounded rationality and heterogeneityexplain some of the challenges associated with value-based pricing and selling. This thesis contributes with insights into several micro-foundations affecting value-based pricing and selling. In so doing, the thesis belongs to a growing stream of research that is shifting the focus from organizational processes to the individual foundations of value-based pricing and selling. The thesis also provides suggestions on how managers can use micro-foundations to the advantage of their firms.

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Salesforce Transformation to Solution Selling

Salonen

Terho

2021

The Palgrave Handbook of Servitization

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Selling Value in Business Markets: Individual and Organizational Factors for Turning the Idea into Action

Cited by 71 publications

References 79 publications

Analysis of Influencing Factors of Big Data Adoption in Chinese Enterprises Using DANP Technique

Analysis of Influencing Factors of Big Data Adoption in Chinese Enterprises Using DANP Technique

Micro-foundations of value-based pricing and selling

Salesforce Transformation to Solution Selling

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