Value Transformers

Value Transformers is a collaborative research project (2016-18) that explores how, why, and when customer firms are willing to adopt value-driven exchange logics (i.e. value buying, selling, and pricing) in business markets.

The project aims to identify the drivers, barriers, and conditions that influence buyers´ willingness to adopt value-driven exchange logics, and the changes needed in customer organizations and relationships boundaries to optimize joint value creation and capture opportunities in dyadic customer-supplier relationships.

The project is led by LUT, in collaboration with University of Turku, Aalto University, and several partner firms, including MacGregor, Outotec, Kemppi, and SimAnalytics.