Combining Value and Price to Make Purchase Decisions in Business Markets

* James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management, J. L. Kellogg Graduate School of Management, Northwestern University. He is also the Irwin Gross Distinguished ISBM Research Fellow at the Institute for the Study of Business Markets (ISBM), located at Penn State University, and a Visiting Research Professor at the Department of Technology Management, Eindhoven University of Technology. James Thomson is Director of Strategic Consulting for Pyramid Research, the Internet and Telecoms Consultancy of the Economist Group. Finn Wynstra is Assistant Professor at the Department of Technology Management, Eindhoven University of Technology and a research fellow at Jönköping International Business School. The authors gratefully acknowledge the financial support of the ISBM and the helpful comments of William Blankemeier, Greg Carpenter, Dawn Iacobucci, Ann McGill, Vikas Mittal and Brian Sternthal, and the colleagues of the Accounting, Finance and Marketing Group at Eindhoven University of Technology. We also want to thank the three reviewers and the editor for their helpful comments and suggestions.