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Co-creating effective and profitable customer solutions in business markets

Yusuf, Adnan


In this thesis, I identify the drivers of customer solutions that are both effective for customer firms and profitable for supplier firms in business-to-business (B2B) markets. In a value aggregation framework, I investigate how value is created for each firm in a supplier-customer dyad when providing solutions. I introduce the co-creation orientation construct that reflects a supplier or customer firm's attitude and perceived behavioural control for working on a solution with another firm to...[Show more]

CollectionsOpen Access Theses
Date published: 2015
Type: Thesis (PhD)
DOI: 10.25911/5d5fc9f0d0707
Access Rights: Open Access


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