Ways of Value Creation in B2B Interactions - A micro-level sales perspective

Research streams in industrial- and service marketing have announced the increasing intangibility and servitization of business exchanges and as a consequence their more interactive nature. Even though, early interaction models support the idea of exchanges as social interaction processes, little is known about this social, individual level between companies. The study therefore aims to increase the understanding of the micro level activities and resources used for value creation in service-driven interactions. The theoretical framework entails notions from the Industrial Marketing and Purchasing Group as well as the Service (-dominant) logics and projects them onto the individual buyer-seller interaction level. In order to explore the salesperson’s activities as well as the use of company and own resources in the context of customer interactions, salespeople are shadowed during their work