Sales Process as a Platform for Customer Value Creation

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


A significant part of customer value is created before the purchase. This conceptual paper takes a Service Logic perspective on sales process. The paper contributes to sales literature by suggesting how a sales process can serve as a platform for value creation. Building on three value creation spheres, the article proposes a conceptual framework that highlights the importance of buyer-seller interactions. The framework suggests four gaps that can lead to value deterioration in the sales process: processes alignment, follow-up, customer needing and promise keeping gaps. The framework also offers an actionable tool for managers to spot and eliminate gaps leading to customer value deterioration.
Original languageEnglish
Title of host publication2018 National Conference in Sales Management (NCSM)
Number of pages3
Publication date11.04.2018
Publication statusPublished - 11.04.2018
MoE publication typeA4 Article in conference proceedings


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