Institut für Unternehmensführung

Descriptive case study about value-selling practices in companies

  • Typ:Bachelorarbeit
  • Betreuer:

    Dominik Ebinger

  • Zusatzfeld:


  • Value Selling is defined as “the degree to which the salesperson works with the customer to craft a market offering in such a way that benefits are translated into monetary terms, based on an in-depth understanding of the customer's business model, thereby convincingly demonstrating their contribution to customers’ profitability” (Terho et al. 2012, p. 178).


    The objective of a descriptive case study is to provide in depth insight into value selling and whether or how it influences organtation’s success. In this project it will be important to collect data (interviews, observations, etc.) from one or more case companies. Your task is to reflect on your data and connect these back to the literature. For example: What are some of the most interesting practices that you have seen in terms of either supporting or contradicting studies you have read about the topic? Why do you believe the company is doing something professionally very interesting? What are especially surprising findings after having read the literature? What new insights relative to the existing literature does the case suggest?


    For this type of paper, it is important that you can be sure that the company will cooperate and that you have some indications that something innovative and advanced is being done by that company. Also, make sure you understand the state of the art in the literature (textbooks, journals, other practice knowledge bases) so you can compare this to the company’s practices.