Increased customer value can impact customer behaviors that drive company performance. As a result, firms must invest in the drivers of customer value. The authors describe a management tool that identifies the most relevant value creation activities, the satisfaction profit chain (SPC). As...

While a growing number of consumer market studies reveal that price image is strategically important for the retailers who own it, no study has explored the role of price image in the business market. The Resource-based view (RBV) framework is used to fill a gap in the extant literature by...

Value Selling ist ein bekanntes Vertriebs-Prozess Konzept für B2B-Märkte und wird von Unternehmen zunehmend international eingeführt. Daraus ergeben sich zwei Fragen. Was sind die kritischen Faktoren für die internationale Einführung? Wie sieht ein möglicher Fahrplan aus? Die Literatur zu...

Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying customer choices. Little research, however, has...