- Tytuł:
- NPV-Relevant Product Description and B2B Marketing Contribution To Value Creation
- Autorzy:
- Kłeczek, Ryszard
- Powiązania:
- https://bibliotekanauki.pl/articles/417374.pdf
- Data publikacji:
- 2014-12-15
- Wydawca:
- Akademia Leona Koźmińskiego w Warszawie
- Tematy:
-
value creation
value drivers
B2B marketing
NPV-relevant product description - Opis:
- 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.
- Źródło:
-
Management and Business Administration. Central Europe; 2014, 22, 4; 109-117
2084-3356 - Pojawia się w:
- Management and Business Administration. Central Europe
- Dostawca treści:
- Biblioteka Nauki
Artykuł