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Keywords: MOA
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Journal Articles
The relationship between digital solution selling and value-based selling: a motivation-opportunity-ability (MOA) perspective
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Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (3): 745–770.
Published: 10 November 2022
...Paolo Guenzi; Edwin J. Nijssen Purpose Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been explored. This study aims to develop a motivation-opportunity-ability (MOA)-based...
