This paper analyses how buyer companies perceive the value added to products and services offered by their
suppliers and identifies the predominant elements that affect purchasing decisions and establishment of
relationships between companies in a B2B context. A multiple case study was developed in 12 buyer companies
from three industrial segments in southern Brazil: metal-mechanics, furniture and foods. The findings show that
for supplier companies in the metal-mechanics industry to add value, they must identify buyers’ needs, develop
technology/innovation, be focused on competitive aspects, keep control of the supply chain, provide different
purchasing channels, develop partnerships, and adapt to cultural aspects. Companies in the food industry consider
the model for creating value to adapt to meet customer needs, the effective use of purchasing channels,
functionality of products, and technical knowledge. The companies in the furniture industry value the methods that
suppliers use to capture and implement required changes, effective control of the supply chain, and the
representativeness of the suppliers’ brand in the market. This study captures the perception of buyer companies in
relation to predominant value-adding elements and could guide decisions for the adoption of managerial actions
by supplier companies focused on adding value
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