‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets

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Terho Harri; Haas Alexander; Eggert Andreas; Ulaga Wolfgang;

While the creation of superior customer value is regarded as fundamental to a firm's long term survival and growth little is known about the effective implementation of a firm's value orientation at sales force level. As the sales force plays a pivotal role in implement... View more
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