NPV-Relevant Product Description and B2B Marketing Contribution To Value Creation

• Authors: Ryszard Kłeczek
• Languages of publication: EN

Abstracts

EN

Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations? Design/methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier’s controlling system to differentiate between value drivers and value causes. Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework. Originality/value: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value.

Keywords

EN

value creation; value drivers; B2B marketing; NPV-relevant product description

• Publisher: Akademia Leona Koźmińskiego
• Journal: Management and Business Administration. Central Europe
• Year: 2014
• Volume: 22
• Issue: 4
• Pages: 109-117

Dates

published

2014-12-15

Contributors

author

Ryszard Kłeczek

• Wroclaw University of Economics

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