The main goal of this book is explaining which customers create value for suppliers and thereby realizes a better understanding of how suppliers can improve their revenue for value proposition and value creation in industrial markets. Two studies examine customer characteristics which moderate the relationship between supplier behavior and sales performance. The results support companies to identify and target customer contact persons and companies who show higher potential to create future value to the supplier and, therefore, should be approached and maintained.

The main goal of this book is explaining which customers create value for suppliers and thereby realizes a better understanding of how suppliers can improve their revenue for value proposition and value creation in industrial markets. Two studies examine customer characteristics which moderate the relationship between supplier behavior and sales performance. The results support companies to identify and target customer contact persons and companies who show higher potential to create future value to the supplier and, therefore, should be approached and maintained.