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Value in business and industrial marketing: past, present, and future

Lindgreen, Adam; Hingley, Martin K.; Grant, David B.; Morgan, Robert E.


Adam Lindgreen

Martin K. Hingley

David B. Grant

Robert E. Morgan


This article offers an overview of research on the ‘value’ that businesses and industrial marketers analyze, create, and deliver. First, value literature (up to and around 2005 and post 2005) is discussed. This review highlights the changes in our notions of value and helps to identify seven areas for consideration that should drive future research: value proposition, relationship form, capabilities management, value metrics, temporal horizon, innovation imperative, and tactical focus. Following this depiction of value analysis, value creation, and value delivery, we present a process model for value orchestration in business and industrial marketing. Three activities collectively form the basis of value orchestration, namely structuring activities, bundling activities, and leveraging of resources.


Lindgreen, A., Hingley, M. K., Grant, D. B., & Morgan, R. E. (2012). Value in business and industrial marketing: past, present, and future. Industrial marketing management, 41(1), 207-214.

Journal Article Type Article
Online Publication Date Dec 15, 2011
Publication Date 2012-01
Deposit Date Nov 13, 2014
Journal Industrial Marketing Management
Print ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 41
Issue 1
Pages 207-214
Keywords Industrial marketing; Relationships; Transactions; Value
Public URL