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(Anderson and Narus, 1999; Ravald and Groonroos 1996; Ulaga 2001) Numerous papers have been published about value concept from different perspectives; that is, from buyers, sellers and buyer-seller perspective (Anderson and Narus, 1999; Ulaga and Chacour, 2001; Rust, Roland, Valarie, and Lemon, 2000; Wilson, David, and Jantrania, 1994; Wilson and David, 1995). However, despite the growing body of value research it has been noted in much of the literature that more knowledge is needed about value construct and more specifically the value delivery in the field of business-to-business (Ulaga 2001)...
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