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Paper info: Swimming in a sea of sameness: towards understanding of B2B actor competencies for the production of differentiated customer value proposition

Title


Swimming in a sea of sameness: towards understanding of B2B actor competencies for the production of differentiated customer value proposition

Authors


Simon Kelly and Paul Johnston

Place of Publication


The paper was published at the 35th IMP-conference in Paris, France in 2019.

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Abstract


We propose an approach for a qualitative exploration of the competences utilised by marketing professionals in the production and communication of business to business (B2B) customer value propositions. A conceptual model is offered that seeks to connect abstract conceptualisations of actor competences to a pragmatic managerial framework that might have everyday utility in the production of customer value propositions. In this way, we seek to embrace the idea of engaged scholarship by producing a piece of research that is sensitized to academic theory, yet accessible and relevant for B2B practitioners.