Co-creating effective and profitable customer solutions in business markets
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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]
dc.contributor.author | Yusuf, Adnan | |
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dc.date.accessioned | 2018-11-22T00:06:02Z | |
dc.date.available | 2018-11-22T00:06:02Z | |
dc.date.copyright | 2015 | |
dc.identifier.other | b3732840 | |
dc.identifier.uri | http://hdl.handle.net/1885/150568 | |
dc.description.abstract | 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 achieve mutually beneficial outcomes. I propose that a firm's high degree of co-creation orientation leads to high level of dyadic investments into a customer solution. These dyadic investments combine with the dyad's interaction efficacy to improve solution effectiveness. Solution effectiveness has a positive effect on customer-based relational performance. Importantly, I propose that, to maximise profits from a customer firm, supplier firms need to avoid making investments that are misaligned with each firm's co-creation orientation. Misaligned investments have a negative effect on solution effectiveness and customer-based profit performance. Finally, customer-based profit performance has a positive effect on a supplier firm's overall profits. This study involved: (1) a qualitative stage to conceptualise and develop measurement scales for the focal constructs under investigation, (2) a pilot study to purify and refine measurement models, (3) a study to test the theoretical framework in a generalisable manner, and (4) a study to verify and extend the structural model using a new data set. Results across these studies broadly support my research hypotheses. This thesis makes three contributions to marketing theory and practice. First, co-creation orientation's elements give supplier firms actionable measures to develop the attitude and competencies required to survive in the customer solutions business. Second, by recognising their customer firms' co-creation orientation and aligning their investments accordingly, supplier firms are more likely to maximise their profits. Third, recognising the co-creation orientation of both firms in a supplier-customer dyad allows the supplier firms to select the right customer firms to develop mutually beneficial relationships. | |
dc.format.extent | x, 149 leaves. | |
dc.language.iso | en_AU | |
dc.rights | Author retains copyright | |
dc.title | Co-creating effective and profitable customer solutions in business markets | |
dc.type | Thesis (PhD) | |
local.description.notes | Thesis (Ph.D.)--Australian National University | |
dc.date.issued | 2015 | |
local.type.status | Accepted Version | |
local.contributor.affiliation | Australian National University. Research School of Management | |
local.identifier.doi | 10.25911/5d5fc9f0d0707 | |
dc.date.updated | 2018-11-21T00:52:41Z | |
dcterms.accessRights | Open Access | |
local.mintdoi | mint | |
Collections | Open Access Theses |
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