This paper investigates the influence of values on price and share of orders based on a multiple case study involving four global buyers and their global suppliers of premium industrial components (bearings, electronics, hydraulics and pneumatics). The following value drivers were considered: product, service and supply. Results showed ranges of prices and share of order not described in the literature, as well as the association of values that define a purchasing decision in the buying companies analyzed.
Key words: Value management, pricing, industrial marketing.
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