Dominik Ebinger

2022

The value-based selling approach is a concept to generate value in a seller buyer relationship at sales. For managers it is important to understand how their company can create a higher value at customer’s company to get an advantage compared to the competition. The relationship between the antecedents and outcomes of value-based selling have not been addressed in detail in the literature bevor. A systematic review of the recent literature about value-based selling’s antecedents and outcomes examines the antecedents and outcomes of value-based selling at the supplier’s company, the customer’s company, and the relationship between the supplier and the customer. The basis were the final set of 24 papers out of 10 journals which were published between 2009 and 2021. Their content led to antecedents and outcomes on the mentioned levels. The dominance of research at supplier’s companies is emphasized. The results helps managers and scientists to understand antecedents and outcomes of value-based selling at the supplier’s company, customer’s company, and the relationship between suppliers and customers.