The research provides a better understanding of business relationships between suppliers and industrial buyers. Based on previous research models, we particularly explored the value drivers that interviewed health professionals, as buyers, perceive as relevant in the hearing aids distribution industry. Respondents identified new key-drivers in the relationship between them and the suppliers of hearing aids, enriching previous research. As the boundaries between final customers, industrial buyers, and suppliers become uncertain, understanding the health care professionals’ role and their perspective may not only provide new models to improve business relationships, but also require a fundamental rethinking about how to deliver value and manage marketing strategy today.
Searching for value drivers in the Business-to-Business marketing: the perception of healthcare professionals
RUSSO, IVAN;CONFENTE, Ilenia;COBELLI, Nicola
2014-01-01
Abstract
The research provides a better understanding of business relationships between suppliers and industrial buyers. Based on previous research models, we particularly explored the value drivers that interviewed health professionals, as buyers, perceive as relevant in the hearing aids distribution industry. Respondents identified new key-drivers in the relationship between them and the suppliers of hearing aids, enriching previous research. As the boundaries between final customers, industrial buyers, and suppliers become uncertain, understanding the health care professionals’ role and their perspective may not only provide new models to improve business relationships, but also require a fundamental rethinking about how to deliver value and manage marketing strategy today.
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