مدیریت پایدار عملیات برای محصولات کاربردی: کدام ارزش های مشتری از علاقه برای بازاریابی و فروش است؟

The paper addresses which customer values, related to sustainable management of operation for Functional Products, are of interest during manufacturing companies’ marketing and sales processes. Based on an empirical study covering five manufacturing companies, a set of customer values, which are categorized using Hill's [28] framework in order to understand whether they are important and why,is proposed. The analysis has generated a set of twenty-three potential values, whereof nine are considered as specific for contexts embodying Functional Products.Thus, the findings identify critical values to considerprior to, andwhen, selling Functional Products. Further, the results have important implications for the design and development of Functional Products in light of ongoing transformations within the manufacturing industry.