Abstract
While the importance of customer value creation has been confirmed in numerous studies in the literature, there is a lack of empirical studies on how new product development may optimize distinct types of B2B customer value. This study develops a conceptual framework considering four dimensions of B2B customer value (functional, cost, hedonic, and symbolic) and two dimensions of B2B customer orientation: needs orientation and relationship orientation. Based on data collected in 10 countries, hierarchical linear modeling is used to test hypotheses on the decomposed effects of these different B2B customer orientation approaches on the creation of each type of B2B customer value. Numerous theoretical contributions and managerial implications are discussed.
