Purpose: This paper aims to investigate factors that affect the use of value-based selling and the subsequent influences on salespeople’s sales performance. Design/methodology/approach: Industrial salespeople from five steel manufacturers were surveyed. Scales measure three components of...

Purpose: To successfully create customer value, firms must use coherent market strategies and perform value-creating activities that enable them to develop solutions to customers’ needs. However, as firms exhibit differences in how they approach value creation, their market strategies will...