 Learning to discover value: Value-based pricing and selling capabilities for services and solutionsJawwad Z. Raja, Thomas Frandsen, Christian Kowalkowski and Martin Jarmatz Journal of Business Research, 2020, vol. 114, issue C, 142-159 Abstract: Many manufacturers invest in advanced services and solutions to achieve superior customer value; however, research has only begun to examine capabilities for value-based pricing (VBP) and value-based selling (VBS) in relation to such offerings. This article explores (1) which capabilities firms seek to develop for VBP and VBS of industrial services and solutions and (2) how learning influences the development of these capabilities. An in-depth exploratory study of two global market leaders in their respective industries includes interviews with 66 respondents from the firms, as well as 12 interviews with customer and supplier informants, which reveal important capabilities for VBP and VBS. Higher-level learning supports value discovery, through dialogue with customers over time; this value in turn forms the basis for VBP and VBS. Higher-level learning capabilities also facilitate the adaptation and replication of the developed pricing and selling capabilities in various contexts. Keywords: Value-based pricing; Value-based selling; Value discovery; Learning; Industrial services; Integrated solutions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:114:y:2020:i:c:p:142-159 DOI: 10.1016/j.jbusres.2020.03.026 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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