Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings
Abstract: Pulp suppliers are acting in a complex and dynamic environment. Branding and differentiation have therefore grown in importance for attracting pulp customer firms. Knowledge about pulp customer firms’ perceptions’ of value has become a key issue so that suppliers can develop valuable offerings. Accordingly, this study empirically assessed eight European pulp customer firms’ perceptions’ of value and brand of pulp suppliers. The perceptions of value between the eight customers have been compared with one supplier’s. These assessments were made using a multiple methodology approach, which comprised of qualitative interviews and a small scale focus group. The theoretical approach for this assessment is comprised of multiple theoretical models, which combined constitutes the theoretical framework with a base in relationship marketing and in particular models about customer perceptions’ of value. The findings of the study comprised of eight emerging perceptions of value and varied perceptions of suppliers’ brands. The two prioritised values were quality and relative price i.e. price in relation to other aspects of the offering and price in relation to other suppliers’ price. Furthermore, there were equal perceptions of value between the customers and the supplier. Customer firms’ considered pulp suppliers to be competent. Through assessing the findings with the theoretical framework the core value parameters of today’s business, possibilities for value adding and areas for future competitive positioning were created. Given price will remain an issue, and all suppliers are competent, one key challenge for suppliers will be how to enhance customer value while maintaining a low relative price.
AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)