Learning to discover value: Value-based pricing and selling capabilities for services and solutions

Jawwad Z. Raja, Thomas Frandsen, Christian Kowalkowski, Martin Jarmatz

Research output: Contribution to journalArticleScientificpeer-review

50 Citations (Scopus)


Many manufacturers invest in advanced services and solutions to achieve superior customer value; however, research has only begun to examine capabilities for value-based pricing (VBP) and value-based selling (VBS) in relation to such offerings. This article explores (1) which capabilities firms seek to develop for VBP and VBS of industrial services and solutions and (2) how learning influences the development of these capabilities. An in-depth exploratory study of two global market leaders in their respective industries includes interviews with 66 respondents from the firms, as well as 12 interviews with customer and supplier informants, which reveal important capabilities for VBP and VBS. Higher-level learning supports value discovery, through dialogue with customers over time; this value in turn forms the basis for VBP and VBS. Higher-level learning capabilities also facilitate the adaptation and replication of the developed pricing and selling capabilities in various contexts.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)142-159
Number of pages18
Publication statusPublished - 15.04.2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Industrial services
  • Integrated solutions
  • Learning
  • Value discovery
  • Value-based selling

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


Dive into the research topics of 'Learning to discover value: Value-based pricing and selling capabilities for services and solutions'. Together they form a unique fingerprint.

Cite this