Value creation by “muddling” in the B2B sector

Using empirical data from an online survey of 93 managers in the Swedish business-to-business sector, this study analyzes customersʹ perceptions of the value of upgraded product offerings. With a Lindblomian perspective, this research identifies factors that affect value judgments. Findings indicate that communication of the value of upgraded product offerings and usage situations are positively associated with the customer-perceived operative value drivers. However, it is only the value perceptions from usage situations that significantly impact the perceived value drivers. A conclusion drawn is that Lindblom’s theories on “muddling” are instrumental in explaining why it is difficult for a customer to accurately assess the value of a new solution, and why usage situations positively affect the operative value drivers in a buyer-seller relationship. Thus, “muddling” creates value in such relationships.