ارزش در بازاریابی صنعتی و تجاری: گذشته، حال و آینده

This article offers an overview of research on the ‘value’ that businesses and industrial marketers analyze, create, and deliver. First, value literature (up to and around 2005 and post 2005) is discussed. This review highlights the changes in our notions of value and helps to identify seven areas for consideration that should drive future research: value proposition, relationship form, capabilities management, value metrics, temporal horizon, innovation imperative, and tactical focus. Following this depiction of value analysis, value creation, and value delivery, we present a process model for value orchestration in business and industrial marketing. Three activities collectively form the basis of value orchestration, namely structuring activities, bundling activities, and leveraging of resources.

The creation of value is paramount to any company's survival (Kotler & Keller, 2008), especially when dramatic changes lead to fundamental shifts in what companies analyze, create, and deliver (Doyle, 2000 and Hunt, 2000). And yet academics and practitioners alike agree that we have only just begun to understand what ‘value’ means (Anderson & Narus, 1998). Lindgreen and Wynstra (2005) offer a starting point for further research, but they also leave several gaps to be filled. This article therefore offers a comprehensive overview of cutting-edge research on the ‘value’ that businesses and industrial marketers analyze, create, and deliver. We begin by discussing value literature over time, including Lindgreen and Wynstra's (2005) value framework. We also propose extensions to this value framework and discuss avenues for further research.

It is hoped that this review of research literature on value in business and industrial marketing, the identification of areas that should drive future research, and the suggested process model for value orchestration all have helped to a clearer understanding of what we know about value in business and industrial marketing and how research could be driven further.