... to conceptualize value-based KAM and propose it as an important value-based selling approach. Corresponding author Shahrzad Yaghtin syaghtin@univ-catholyon.fr 15 01 2025 06 07 2025 04 11 2025 17 12 2025 23 12 2025 The VP’s role becomes even more important in shaping KAM...

...Dong Liu; Sangbum Son; Yupeng Zhu Purpose Within today’s highly competitive and complex industrial marketing environment, value-based selling ( VBS ) has become an increasingly core strategy for companies to maintain a competitive edge. Nevertheless, existing research primarily adopts...

... to the literature on performance-based public procurement and value-based selling by taking a dyadic approach to the operational and dynamic capabilities needed in business with an emphasis on performance. As the focus in public procurement shifts increasingly from resources to performance, involving a joint effort...

... the new connotations, key antecedents, outcomes and contingency factors of value-based selling (VBS) in the context of business to business (B2B) industrial marketing. This study develops a comprehensive conceptual framework of VBS by analyzing and synthesizing the existing literature on VBS...

...-based selling and the subsequent influences on salespeople’s sales performance. Industrial salespeople from five steel manufacturers were surveyed. Scales measure three components of value-based selling: comprehension, crafting and confirmation. Partial least squares path analysis tested...

.... The academic literature on the practical activities related to value‐based selling remains sparse. This paper aims to bridge the gap between the abundant theoretical customer value frameworks and implementation practices to create a practical foundation for value‐based sales activities in firms that aim...