When an aggressively price war breaks out reducing margins all over the market, it may be perceived as marketing strategy, however this could lead to costly and unexpected repercussions.
To stand above the competition, without recurring a competition based in price, worldwide organizations are searching for distinct way of providing value not only to their customers but also without compromising its own sustainability.
Nowadays, the concept of value-based selling has become a major concern of analysis.
In his book, Tom Reilly (2003) address a theme regarding the challenges that managers face nowadays – compete aggressively and profitability, not just competing in price but selling superior value.
Moorman, Ruddell, & Sims (2013) defended that the pursuing of value-based selling (VBS) approach will differentiate winners from losers in business-to-business markets.
Despite this, there is a need to investigate and conceptualize the implementation of a solid VBS approach in an organization and its sales force, in order to improve the customer orientation behavior and the search for, always, creating and offering…
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