Proposing Business-to-Business Customer Value: Towards a Conceptualisation of the Value Proposing Actor

Activity: Talk or presentation typesOral presentation


This paper offers an alternative conceptualisation to the prevailing notions of salesperson available in dominant conceptualisations of the term. From the conceptualisations of professional sales and key account managers, we identify eleven themes which denote something different to prevailing notions of selling and tentatively propose the notion of a value proposing actor. The value proposing actor is suggested to be a practitioner capable of seeing the buyer-seller action in context and is sensitive to the sociological aspects of the interaction, such as a process of establishing their eligibility and credibility. We propose that the value creating actor fits in a conceptual position missed in the notions of value co-creation available in the service dominant logic literature, which tends to conflate the individual value proposing actor with the value product of the dyadic exchange.
Period30 Aug 2016
Event title32nd Annual Industrial Marketing and Purchasing Conference: Change and Transformation of Markets, Networks and Relationships
Event typeConference
Conference number32
LocationPoznań, PolandShow on map
Degree of RecognitionInternational