What is it about?

This study is the first to introduce value co-creation and dynamic capability theory into Value based selling (VBS) research in the context of industrial marketing. It discusses the antecedents, outcomes, and contingency factors of VBS in detail in the form of a comprehensive research framework and proposes a future research agenda.

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Why is it important?

This study is the first to introduce value co-creation and dynamic capability theory into Value based selling (VBS) research in the context of industrial marketing. It discusses the antecedents, outcomes, and contingency factors of VBS in detail in the form of a comprehensive research framework and proposes a future research agenda. These discussions expand the theoretical research on VBS and provide useful implications for B2B marketing practice.

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a value co-creation and dynamic capabilities perspective

Yanzhe Liu

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This page is a summary of: Successful implementation of value-based selling: a value co-creation and dynamic capabilities perspective, Journal of Business and Industrial Marketing, September 2020, Emerald, DOI: 10.1108/jbim-05-2020-0240.
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