Perceived value in B2B and B2C: A comparative approach and cross-fertilization

Rémi Mencarelli () and Arnaud Riviere ()
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Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Arnaud Riviere: CERMAT - Centre d'Études et de Recherche en MAnagement de Touraine - Institut d'Administration des Entreprises (IAE) - Tours

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Abstract: Perceived value is of primary concern for researchers and practitioners in the business-to-business (B2B) and business-to-consumer (B2C) spheres. However, the scientific community's excitement over perceived value, associated with approaches developed in parallel in B2B and B2C, has engendered theoretical confusion about perceived value. To solve these conceptual problems, many researchers developed a unified theoretical framework of value (zoom out approach) at a macro-analytical level. By contrast with this currently mainstream perspective in marketing theory, this article adopts a micro-analytical approach to perceived value (zoom in approach). A comparative approach of literature on value in B2B and B2C leads to cross-fertilization between the two areas, while each retains its own features. This zoom-in approach leads to the proposition of a research agenda and allows us to clarify and to enhance the idea of perceived value in B2B and B2C.

Keywords: Business-to-business; business-to-consumer; cross-fertilization; perceived value; value management; zoom in approach (search for similar items in EconPapers)
Date: 2015
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01157807v1
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Citations: View citations in EconPapers (8)

Published in Marketing Theory, 2015, 15 (2), pp.201-220. ⟨10.1177/1470593114552581⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01157807

DOI: 10.1177/1470593114552581

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