Hightech, innovative products identifying and meeting business customers' value needs

Purpose During the industrial purchasing process of hightech, innovative products, various decisioninfluencers within buying companies evaluate the attractiveness of the manufacturer's market offering namely the value of the offering. This paper aims to identify the various tangible and intangible value elements requested by the business customer, and the stages of the purchasing process in which these value considerations take place. Designmethodologyapproach This paper develops a framework that will effectively guide manufacturers of hightech, innovative products to market, and customize, their offer throughout the different stages of prospective business customers' purchasing process. Findings The findings, derived from indepth interviews, demonstrate that manufacturers should focus on distinctive product, service, and supplierrelated value elements, and that the particular elements depend on the different decisioninfluencers, as well as the different stages of the purchasing process. Originalityvalue The paper discusses some avenues for future research in the marketing of hightech products.