Value based selling : Key value drivers for SMEs within the steel industry

Sammanfattning: Building upon previous research around value drivers, the purpose for this study was to review what value-drivers the SMEs within the Swedish steel industry find most important in their suppliers and how the industry as a whole can evaluate this information in a value-based selling approach. In today's literature regarding customer perceived value, the focus has been towards service related industries, and mainly within a B2C context. Indicating that there is a need to investigate this aspect further within a B2B setting in other industries than only service related industries. Especially from the customer perspective of SMEs since there is limited research around them and their perceived value in a B2B context. To answer the purpose, this research used a deductive approach applying a previous framework and exploring its application in a new industry. This research was qualitative in design and explorative, interviewing 8 SMEs  operating in the Swedish steel industry. Using semi-structured interviews, transcribing audio recorded data before a thematic analysis was used to interpret the findings. The findings showcased that the SMEs within the Swedish steel industry valued the following attributes regarding their suppliers the most; Reliability, Trust, Product Quality, Price, Solidarity, Responsiveness, Time/Effort/Energy. These value drivers represent the supplier's ability to create long-term and beneficial relationships based on trust, reliability, solidarity and being responsive, as to put in the time and effort needed. Furthermore being able to perform according to their promises with special care towards correct product quality and delivery precision which resulted in becoming a prioritized supplier. Concluded is that the framework used from previous study is in need of adjustments depending on what industry is being explored. Furthermore this study's findings only touch upon the initial relationship building phases of value-based selling.