African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Value’s association and their influence on price and share of orders

Fabio Benevite*, Giancarlo Medeiros Pereira, Miriam Borchardt and Miguel Afonso Sellitto
Universidade do Vale do Rio dos Sinos – UNISINOS, Av. Unisinos, 950 – Bloco 5A - S. Leopoldo – RS –Brazil – 93022-000, Brazil.
Email: [email protected]

  •  Accepted: 10 July 2012
  •  Published: 31 October 2012



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.