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During the industrial purchasing process of high‐tech, innovative products, various decision‐influencers within buying companies evaluate the attractiveness of the manufacturer's market offering; namely the “value” of the offering. This paper aims to identify the various tangible and intangible value elements requested by the business customer, and the stage(s) of the purchasing process in which these value considerations take place.

This paper develops a framework that will effectively guide manufacturers of high‐tech, innovative products to market, and customize, their offer throughout the different stages of prospective business customers' purchasing process.

The findings, derived from in‐depth interviews, demonstrate that manufacturers should focus on distinctive product‐, service‐, and supplier‐related value elements, and that the particular elements depend on the different decision‐influencers, as well as the different stages of the purchasing process.

The paper discusses some avenues for future research in the marketing of high‐tech products.

The purpose of this article is to provide a brief summary of all the articles in this special issue.

Briefly discusses each article in this special issue.

This special issue of Journal of Business & Industrial Marketing aims to understand in greater depth both business‐to‐business purchasing and various types of buyer‐seller relationships. The authors selected 14 articles that provide an in‐depth understanding of the critical issues involved in purchasing orientations.

The article highlights how the papers in the special issue seek to understand in greater depth both business‐to‐business purchasing and various types of buyer‐seller relationships.