NPV-Relevant Product Description and B2B Marketing Contribution to Value Creation
2014 22 (4) Central European Management Journal
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?
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: 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.
Kłeczek, R.. (2014). NPV-Relevant Product Description and B2B Marketing Contribution to Value Creation. Central European Management Journal, 22(4), 109-117. https://doi.org/10.7206/mba.ce.2084-3356.123 (Original work published 2014)
Kłeczek, R.. „Npv-Relevant Product Description And B2B Marketing Contribution To Value Creation”. 2014. Central European Management Journal, t. 22, nr 4, 2014, ss. 109-117.
Kłeczek, Ryszard . „Npv-Relevant Product Description And B2B Marketing Contribution To Value Creation”. Central European Management Journal, Central European Management Journal, 22, nr 4 (2014): 109-117. doi:10.7206/mba.ce.2084-3356.123.