Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process |
Abstract:
This paper examines the collaborative process of value co-creation in the context of knowledge intensive business services. Through 120 qualitative interviews with suppliers and buyers of knowledge intensive services, the extensive exploratory study analyzes the activities, roles and resources of buyers and suppliers in the reciprocal value co-creation process, and their implications for the resulting value-in-use. The paper draws on the literature on value creation, solutions and professional services marketing, and service-dominant logic. It provides a framework depicting value co-creation that occurs through a dyadic problemsolving process, comprising activities such as diagnosing needs, designing and producing solutions, organizing the process and resources, managing value conflicts, and implementing the solution. The framework serves as a managerial tool to determine critical resources and roles for suppliers and customers, facilitate joint activities, and optimize resource utilization. Insights from this research are broadly applicable to the contexts of knowledge intensive and solutions business
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Keywords: |
value co-creation knowledge intensive services business services solutions marketing service-dominant logic |
Author(s): |
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Source: |
Industrial Marketing Management 41 (2012) 15–26 |
Subject: |
بازاریابی |
Category: |
مقاله مجله |
Release Date: |
2012 |
No of Pages: |
12 |
Price(Tomans): |
0 |
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