Synthesis

Abstract

Value proposition and creation are both fundamental aspects for gaining new customers and managing existing customer relations in industrial markets. The main goal of this thesis was explaining which customers create value for suppliers and thereby realize a better understanding of how suppliers can improve their revenue for value proposition (focus: customer acquisition) and value creation (focus: customer maintenance). Factors have been identified which help to determine customer contact persons and companies who show a higher potential to create future value and thus should be approached and maintained.