Dealing with privacy concerns in product-service system selling: Value-based selling as fair treatment practice

Privacy concerns are an important aspect of business-to-business customers' adoption decision advanced product—service systems and a significant inhibiting factor. However, empirical evidence on its effect is scarce anecdotal. Based the observation that customers assess “privacy vs. service/benefit” trade-off in calculative way, this study examines how privacy affect their price sensitivity turn, provider's profitability. Specifically, we propose value-based selling as approach for providers to alleviate potential negative effects concerns. The results sample 250 US firms confirm selling's power disable concerns–price mechanism mitigate product-service system provider positive impact performance dependent level contract specificity. Thus, specificity complementary arrangements. • B2B customer systems. Drawing theory framework hypotheses developed. Next contracts, proposed alleviating mechanism. Empirical power. Results suggest contracts