Value finding process of commodity products in B2B sales.
Niemelä, Harri (2013)
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This research project aimed to study different variables in B2B negotiations that are likely to have direct or indirect impact on product price. The goal was to determine the ways that buyer and seller can have in negotiations in order to find as righteous price and value for product or service. The research was conducted with deep interviews with group of buyers and sellers. The results showed that in order to find right price for product, some basic criteria has to be fulfilled. Buyers and sellers have different views of the building blocks that create price for product. Therefore structural information exchange is as crucial between the parties even exceeding actual product or company based values. Still it was also shown that values and strategies of the company are also playing remarkable role in value finding between the parties. Parties on the negotiations table are always representing values and visions of the companies. Brands of the companies are sitting in negotiations and therefore impacting on value finding process in good or bad way.