The Importance of Values in Purchaser Choice : the Interaction of Supplier and Purchaser

Sammanfattning: This paper is based on the concept that Values drive value, a theory investigated by Bo Enquist and his colleagues at CTF in Karlstad. Our research attempts to see if the values of a supplier really matter to the purchaser.   The focus of our research is two organizations that have official values that play a major part in the organizational decision making, culture and marketing. Currently there is a consensus that the culture is an essential factor in creating successful businesses.