LOGISTICIANS AS MARKETERS: THEIR ROLE WHEN CUSTOMERS' DESIRED VALUE CHANGES

摘要: It is crucial for suppliers in competitively dynamic industries to find ways retain strategically important business customers. Recent research suggests that this can be facilitated by a focus on customer value strategies, which involves anticipating and responding changes customers' desired value; is, what customers want from suppliers. Anticipating such requires deep understanding of how why occur, an area has not been explored. In paper, the authors address gap using inductive methods grounded theory. The aim present findings concerning their implications logistician as marketer role. After establishing need research, overview study, findings, both logistics managers future provided.