...Shahrzad Yaghtin; Johanna Gummerus Purpose Key account management ( KAM ) has been recognized as one of the most strategic and effective selling approaches in business-to-business (B2B) contexts. Given that the inability to develop compelling value propositions (VPs) for key accounts (KAs) can...

... customers based on the articulated value proposition of the product. The case also provides an opportunity to explore the critical issues related to an organization’s buying process, while emphasizing on the importance of customer relationship management and the challenges involved in sales conversion...

...Eija-Liisa Heikka; Satu Nätti This study contributes theoretically by providing insights into the current literature on core dimensions and components of value propositions in this specific context, and differences there can be between new and established customer relationships. The study...

...Dr Minna Rollins; Juho Ylimäki; Jukka Vesalainen Purpose – The purpose of this study is to build a generic model for relational development of a value proposition for a service concept. The study seeks to answer two questions: First, what kind of process is practical for joint development...