The philosophy of harnessing loyal customers as part of the sales and marketing team has increasingly become a driver of many industrial firms’ marketing and sales efforts. Due to the perceived high risk faced by potential buyers, companies selling complex solutions to industrial buyers and governmental institutions need to increase their credibility through customer references (., Windahl et al., 2004; Salminen and Möller, 2006; Veres, 2009). Customer references have long played an important role in the area of process technology in the form of reference visits to existing customers’ sites and reference lists accompanying the offer. Nowadays the practices related to customer reference marketing are more.
