The Impact of Relational Variables on Value Creation in Buyer–Seller Business Relationships

Purpose: This research was aimed at attaining a deeper knowledge of how customer value creation can be improved in business markets. Although trust and commitment (as relational governance mechanisms) appear to have a positive effect on customer value creation, limited empirical evidence exists about the combined effect of the aforementioned variables on improving customer value creation. This article studies why trust and commitment are key precursors to improving customer value creation in commercial relationships among companies.

Methodology: Following a review of the literature, we introduce and contrast a conceptual model on a sample of 181 manufacturing companies located in Spain by means of a structural equation system.

Originality: The study of these causal relationships is relevant because it provides greater knowledge of the role played by the key relational variables of trust and commitment on improving customer value creation in business markets. These variables also have an important influence on the development and maintenance of a relationship in the long term and have been the focus of recent marketing research.

Findings: The empirical results reveal that: (1) distributor commitment is a direct and positive antecedent of value creation in a relationship, understood from a functionalist perspective; (2) distributor trust, the other relational variable, has an indirect effect on value creation through the distributor's commitment; and (3) this research does not tie in with previous studies that found that direct value-creating functions have a multiple-component nature representing a second-order factor.     

Success Factors in Cooperative Online Marketplaces: Trust as the Social Capital and Value Generator in Vendors-Exchange Relationships

The business reliance on cooperative online exchanges for business-to-business transactions is on the rise. This paper examines the factors contributing to the success of vendor-exchange relationships in this type of marketplace. We use a Critical Realism approach to identify constructs salient to vendors-exchange relationships. A synthesis of value creation, social capital, and trust theories is used for conceptualizing the model. The model is tested using the data from a survey of vendors participating in a cooperative exchange. Results indicated that value creation was the main source of continuance in vendors-exchange relationship. However, the perception of value depended to a larger degree on the relationship quality and to a lesser degree on transactional exchanges (using the exchange's technology solutions as the sources of transaction), indicating the strength and extent of vendors-exchange relationship is an intangible asset for the exchange company. We also found that the exchange company's innovativeness was critical to the perceived quality of transactional exchanges, whereas perception of unfair treatment and communication quality influenced relationship quality. The results also indicated that trust was the main source for the social capital that contributed to perceived value of relationship. The ability of the exchange company to build a community was another factor contributing to the success of this relationship.     

Relationship Value in Business Markets: The Construct and Its Dimensions

ABSTRACT

In recent years, the concept of relationship value has attracted increasing attention among marketing researchers and practitioners alike. Despite a growing body of literature in this area, no generally accepted conceptualization of relationship value has emerged from the marketing literature. The present paper investigates the theoretical foundations of relationship value and identifies seven underlying dimensions. It is suggested that relationship value should be conceptualized as a formative, multi-dimensional, higher-order construct. This conceptualization is tested using data from a cross-sectional survey among some 200 purchasing managers from manufacturing companies. The scale development process is presented and directions for future research are discussed.     

Value logics for service innovation: practice-driven implications for service-dominant logic

Service-dominant logic (SDL) provides a conceptual understanding of and widens the view on value creation in service innovation for product-centric companies. However, empirical research linking SDL and service innovation is still limited albeit expanding. This study provides insights beyond existing discussions on product and service dimensions using the theoretical lens of the value logic perspective. More specifically, the purpose of this study is to examine how value can be understood, targeted, and created in the pursuit of service innovation by product-centric manufacturing companies. Building on a previous investigation of two multinational product-centric manufacturing companies, this paper identifies and develops a theoretical model to describe the space shift in service innovation with four different kinds of value logics, namely, product-based value logic, service-based value logic, virtual-based value logic, and systemic-based value logic. Using a digitalization-driven new service innovation, namely the My Control System, which is a web-based service delivery platform, this paper describes space shifts to enhance value through four value logics as efforts. Further, challenges associated with different value logics are described in terms of complexity traps and service gaps. The study also contributes to bridging the gap between SDL theory and practice by developing a midrange theoretical model for value creation as a specification and amendment to SDL that supports SDL-guided service innovation and servitization in practice.     

公司风险投资组合多元化与公司投资者价值创造——基于分位数回归的实证分析

文章基于沪深主板78家上市企业2000-2012期间686个企业观察样本所构成的非平衡面板数据,在控制了企业规模、年龄、资本支出、营收增长率、行业平均Q值等因素后,基于分位数回归模型检验公司风险投资组合多元化与公司投资者价值创造之间的关系以及组织冗余对两者关系的调节作用。研究发现：只有具备一定企业价值水平的公司投资者才可能通过公司风险投资来实现价值创造,并且公司风险投资组合多元化与企业价值创造之间存在复杂的“U形”关系;组织冗余对“U形”关系有积极的调节作用,但企业价值水平不同,则调节效应大小不同,实现价值创造的公司风险投资组合多元化临界值也就不同。因此,企业根据自身资源禀赋（价值水平和组织冗余）来选择差异化公司风险投资策略。     

Corporate Social Responsibility and Business Value of Multinational Companies: Lessons from a Sub-Saharan African Environment

ABSTRACT

The issue of corporate social responsibility (CSR) as an approach for businesses to independently take actions that lead to better levels of societal development as well as higher value creation for the business, particularly in developing countries has gained much advocacy. Thus, the purpose of this study is to examine the relationship between CSR and business value of multinational companies (MNCs) in sub-Saharan Africa. The study adopted quantitative research methodology and using multiple regression analysis, findings show that CSR can positively and significantly predict business values in the multinational subsidiaries. These values include direct (economic value) and indirect (human capital value and reputational business value). This paper therefore contributes to a novel CSR index from the perspective of business value and sustainability of MNCs in the Sub-Saharan Africa (SSA) environment. Thus, the paper recommends MNCs operating in Africa to enhance their social investment through their CSR strategy with the aim that CSR must not be regarded as a cost center, but an investment instrument that can accrue various dividends.     

Designing Mobile Brand Communities: Concept and Empirical Illustration

Brand communities are a commonly used marketing instrument to enhance customer attraction and retention. Well-known success stories of brand communities include brands such as Jeep®, Apple Macintosh®, or Harley Davidson®. Despite the great importance for companies to effectively manage the social facet of their products, research in this field has been rare. In literature, indications for success factors and constituting elements of communities have been found. However, seldom have viable business cases for the community operator been provided.

We propose the mobile channel to be a particularly promising media for establishing brand communities. Due to the significant and still increasing worldwide penetration of mobile devices and current always-on location sensitive mobile services, innovative community concepts bear the potential for substantial value creation, which tends to result in positive effects on customer loyalty and brand equity for the community operator.

In this article, we review selected literature to develop propositions on how concepts for mobile brand communities can be developed. Building on the 4 constituting elements of a community, which are member entities, shared interest, common space of interaction, and relation, combined with the specific characteristics of the mobile channel, which are location awareness, ubiquity, identification, and immediacy, we developed a procedure on how to design mobile brand communities according to perceived consumer value. We use the case of a mobile content provider to illustrate the suggested process. Starting from the theoretical mobile community model, we apply means–end chains to do justice to the specific brand values. In concluding, we propose a 4-step model of key mobile brand community design tasks.     

The impact of entrepreneurial marketing on innovative marketing performance in small- and medium-sized companies

ABSTRACT

This study examines the impact of entrepreneurial marketing on innovative marketing in small- and medium-sized companies producing industrial tools and mechanical parts. The statistical population of this study consisted of all owners and workers of industrial tools and mechanical parts around the world. The sample size includes 195 people who were chosen through simple random sampling method and Cochran formula. This is a correlational research and the data were collected using a questionnaire designed by theoretical foundations and Likert scale. The validity of the tool was confirmed using the opinions of experts and specialists and the reliability of the questionnaire was confirmed using Cronbach’s alpha (0.891). Data were analyzed through structural equation modeling. The results show that value creation that includes creating value for customers through the products and services, and marketing activities and technology has the greatest impact on innovative performance. Also, innovation, which includes innovative strategy, management believes in innovation, and using new methods to carry out activities, is in the next place. Among the factors, the leverage of resources, which include the financial and human forces, has the least effect on innovative performance.     

企业R&D投资行为及其价值创造机制研究——基于中国上市公司的实证检验

文章通过构建由技术（T）、组织（O）、和环境（E）组成的TOE框架,并研究了该框架下R&D投资行为及其价值创造的具体机制。以上市公司为例,文章发现TOE框架为解释企业R&D投资行为提供了很好的理论支持。技术因素（T）是管理层作出R&D投资决策的基础;组织因素（O）是企业R&D投资决策的内在动力;而环境因素（E）是转型经济中影响企业R&D投资决策的外在动力,其中以组织因素对企业R&D投资决策的影响最大。文章还进一步探讨了R&D投入后价值创造的作用机制,并提出了价值创造的冰山模型且进行了实证检验。研究结果证明了R&D创造价值的过程同时受企业的技术专属性与互补性资产的影响,从而为Teece（1986）有关资源观在R&D价值创造中的相关理论提供了强有力的实证依据。     

TMT社会网络、公司创业与企业绩效关系研究

拥有大量内外部信息资源的高管团队(TMT),其社会网络不但可以提供公司创业的机会来源,也是企业现在绩效和未来绩效的影响因素。TMT的社会网络只有通过公司创业机制才能转化为企业绩效的价值创造过程。中国背景下的实证研究显示:TMT社会网络、公司创业都与企业绩效正相关,对于企业而言,要高度重视通过管理手段激励整个高管团队的所有成员去构建有效的内外部社会网络;公司创业的价值增值中介作用也得到证实,公司创业发挥着重要的资源整合作用,有价值的TMT内外部社会网络只有充分融入企业的产品或服务创新,以及深层次的战略更新过程中,为企业的价值增值服务,才能转变为企业绩效。     

Social perspectives of e-contact center for loyalty building

Recently, e-contact centers have gained popularity among online companies as a preferred channel to communicate with their customers. E-contact centers are respected among e-retailers and online customers because they provide customers value within a social construct. This research suggests that an e-contact center serves as an effective marketing vehicle, which can be used for establishing and maintaining desired relationships with customers. E-contact centers enhance the relationship between e-retailers and online customers by providing social values and quality interpersonal service to customers. Despite the strategic importance of e-contact centers in relation to customer loyalty, little attention has been given to the topic. To remedy this, the primary objective of this study is to assess the impacts of social elements (i.e. perceived social value and interpersonal service quality) delivered by e-contact centers on customers' loyalty formation processes. Loyalty formation process is parsimoniously explained by an integrative model, which incorporates interpersonal service quality, social value, retailer satisfaction, and e-contact center satisfaction constructs.     

Business-to-Business Electronic Commerce Success: A Supply Network Perspective

DeLone and McLean (2004) have advanced an electronic commerce (EC) success model and suggest that it can be extended to investigating EC success in different contexts. However, the EC success model has not been empirically validated in the context of business-to-business (B2B) EC. The purpose of this study is to gain a better understanding of EC value and success within the B2B environment. Accordingly, we introduce an extended version of DeLone and McLean’s (2004) EC success model, and test hypotheses regarding the associations between various success dimensions using the data collected from 122 supply chain units. In addition to providing support for most of the hypotheses suggested by DeLone and McLean’s (2004) EC success model, our results indicate that other success dimensions, such as EC readiness, must be considered for successful EC in B2B environments. The research findings provide practitioners with clarity on the levers of B2B e-commerce success within the supply chain unit level of analysis. Overall, the study’s results contribute to theoretical development in the area of business value creation and EC success, and present a basis for further research in these fields.     

Values that create value: socially responsible business practices in SMEs – empirical evidence from German companies

Socially responsible business and ethical behaviour of companies have been of interest to academia and practice for decades. But the focus has almost exclusively been on large corporations while small- and medium-sized enterprises (SME) have not received as much attention. Thus, this paper focuses on socially responsible business practices of SME entrepreneurs or owner–managers in Germany. Based on the assumption that decision-makers in SMEs are the central point where all business activities start, members of a German entrepreneurs association were approached in the course of a qualitative and quantitative survey. They were asked to assess in what way their social responsibility is expressed in specific management practices towards selected stakeholder groups. These practices in turn were assumed to result in perceived positive reactions of the respective stakeholders and subsequently to positively influence the firm's financial performance, i.e. cost reductions and increase in profits. In the paper, a research model is presented that elaborates the relationship between an SME executive's social responsibility and the value creation of a firm, i.e. whether (personal) values create (economic) value. It was found that socially responsible management practices towards employees, customers and to a lesser extent society have a positive impact on the firm and its performance. As such, values can create additional value.     

Value chain integration of base of the pyramid consumers: An empirical study of drivers and performance outcomes

The seminal works on Base of the Pyramid (BOP) markets encourage companies to explore untapped low-income markets and to alleviate poverty by providing affordable products and services. The transition to second generation BOP strategies has centred on the integration of local consumers across value chain activities. This integration presents challenges both for firms and for low-income consumers due to the nature of informal BOP markets, severe institutional voids and lack of local knowledge of firms. In this context, little is known about the motivational drivers of firms to integrate BOP consumers in value creation activities and the impact on different performance dimensions, namely economic, social and ecological. This study adopts the perspective of micro-, small- and medium-sized enterprises (MSMEs) and investigates drivers and performance outcomes of BOP consumer integration. For this purpose, we develop a theoretical framework and test it empirically by employing a unique dataset of 142 enterprises which provide basic products and services to low-income markets. Our findings provide empirical support for the claim that BOP consumer integration enhances economic, social and ecological performance. MSMEs in our sample engage consumers mainly due to a strong intrinsic motivation to drive social impact rather than a pragmatic motivation to overcome information asymmetries. While studies of multinationals entering BOP markets almost exclusively report the need for cross-sector partner collaboration, our findings suggest that this may not be the case for MSMEs.     

How Value Creation and Relationship Quality Coalignment Affects a Firm's Performance: An Empirical Analysis

This study intends to contribute to a better understanding of how value creation coaligns with relationship quality and how this coalignment affects a firm's performance. To examine this question a theoretical framework is developed following a configuration theory approach. The unit of analysis is the dyadic relationship between manufacturers and their main distributor. The empirical results reveal that not all the manufacturers have the same orientation towards their creation of value for the main distributor and that the coalignment between their creation of value for the main distributor and the dimensions of relationship quality yields stronger distributor loyalty. This was not the case, however, with manufacturer's business performance for which no such relationship was found.     

Business Group Affiliation and Corporate Sustainability Strategies of Firms: An Investigation of Firms in India

In spite of an overwhelming importance of business groups (BG) in the economic development of many countries, systematic inquiry on how the BGs and their affiliated firms approach and contribute to shared value creation and sustainable development is rare. In this paper we address this research gap by investigating two related questions—do BG-affiliated firms differ from non-BG firms in their corporate sustainability strategy (CSS) and how does BG affiliation influence the relationship between stock of fungible resources and CSS of firms? Drawing from the BG literature we theorize that BG-affiliated firms tend to adopt of both environmental and social sustainability strategies more than non-BG firms. We also argue that although according to resource-based view, the stock of fungible resources of firms positively influences CSS, BG affiliation negatively moderates the relationship between stock of fungible resources and CSS of firms. Stock of fungible resources matters less for BG-affiliated firms in undertaking CSS as they have access to resources of the BG network. We test our theoretical predictions using a proprietary data set of 163 Indian publicly listed firms, out of which 76 are BG-affiliated firms belonging to 74 BGs. The data for corporate environmental and social sustainability strategies have been obtained by administering a survey instrument among the top level executives of the participating firms. We find support for our theoretical predictions that signify that BGs and their affiliates make important contributions to shared value creation and sustainable development in emerging economies like India.     

University spin-offs and the “performance premium”

The creation of spin-off companies is often promoted as a desirable mechanism for transferring knowledge and technologies from research organizations to the private sector for commercialization. In the promotion process, policymakers typically treat these “university” spin-offs like industry start-ups. However, when university spin-offs involve an employment transition by a researcher from the not-for-profit sector, the creation of a university spin-off is likely to impose a higher social cost than the creation of an industry start-up. To offset this higher social cost, university spin-offs must produce a larger stream of social benefits than industry start-ups, a performance premium. This paper outlines the arguments explaining why the social costs of entrepreneurship are likely to be higher for academic entrepreneurs, and empirically investigates the existence of a performance premium using a sample of German start-up companies. We find that university spin-offs exhibit a performance premium of 3.4 % points higher employment growth over industry start-ups. The analysis also shows that the performance premium varies across types of academic entrepreneurs and founders’ academic disciplines.     

Antecedents of Principal–Agent Relationship Value: The Differential Impact of Social Capital and Dynamic Learning Factors

Although the critical role of relationship value to business has been widely acknowledged, a review of the extant literature reveals that understanding on antecedents of relationship value is limited to relationship-specific factors, and impacts of key customer relationship value on performance still await empirical substantiation. Grounded in dynamic learning capability and social capital perspective, this study collected a sample of 411 principal–agent relationships to examine the relative impact of predictors in creating relationship values from the supplier angle. The result shed light on the significant mediating role of dynamic learning over the linkage between social capital and relationship value.     

基于验证性因子分析的并购价值创造影响因素研究

伴随着中国并购数量的增多和规模的扩大，企业如何掌握并购价值创造影响因素的问题愈加至关重要。以中国A股上市公司并购案例为研究对象，根据官方网站采集并购样本基本信息加以研究表明：并购价值创造影响因素大体归纳为：直接利益相关者、上市公司未来发展、并购方案的具体实施、上市公司的运营、行业和社会环境等六类。以这六类因素为潜变量，对每一类因素提出三个测量变量并建立假设模型，通过验证性因子分析证明模型成立。影响因素反映正确，对于确立并购过程中潜在的需求量和测量变量的结构关系和差额作用具有重要意义。     

Relationship commitment and value creation in sponsorship relationships

Purpose: The sponsorship industry has evolved considerably in recent years due to the strategic business opportunities that it provides. Despite increased interest in sponsorship, analysis of the relationship between relationship commitment and value creation and of relationship commitment as comprising multiple types or components in the context of sponsorship relationships is lacking. To address these gaps, this paper analyzes relationship commitment (in terms of affective commitment and value-based commitment) as a significant mediating variable, and value creation in the context of sponsorship relationships.

Methodology/approach: A questionnaire was sent to Swedish Hockey League sponsors to collect data and to verify the study’s conceptual model and relationships. The response rate for the survey was 19.8%, that is, 122 completed questionnaires out of 616 sent. The respondents represented the most common industries in Sweden, but most of them belonged to the construction, repair, and electronics industries (18.0%), manufacturing and production industry (13.1%), and commerce industry (11.5%). Most sponsoring companies (30.3%) were categorized as medium-sized (50–249 employees). Most respondents (38.5%) had invested EUR 4300–15,000, whereas 11.5% had invested less than EUR 4300. Moreover, we found that most sponsors had been in their sponsorship relationships for more than 10 years (32.8%). Structural equation modeling (SEM) was used for the data analysis.

Findings: This study demonstrates that relationship commitment is an important driver of value creation in sponsorship relationships. Furthermore, the various forms of affective commitment and value-based commitment should not be considered merely components or forms but distinct types. Certainly, there is interaction between the two types, but sequentially in such a way that affective commitment is a prerequisite for value-based commitment. This means that a sponsor must have an emotional relationship with the sponsee in order to understand, perceive, and calculate the sponsorship relationship’s future business value in terms of profits and other benefits. This study also finds that value-based commitment is the most significant type of commitment in sponsorship relationships.

Research implications: The study demonstrates that shared values, trust, and affective commitment are fundamental conditions for value-based commitment. If the parties agree on how they should behave in the relationship, the rules and objectives that apply lead to the emergence of mutual trust, which in turn makes the parties want to continue the relationship for emotional reasons. But this is not enough for value creation; they must also see that there are future business benefits from the relationship. Therefore, the parties more or less explicitly make calculations. If the calculations indicate that the long-term benefits of the relationship outweigh the short-term sacrifices, they are prepared to invest in the relationship, and this may lead to value creation. In other words, there is both interplay and tension between shared values, trust, and affective commitment, on one hand, and value-based commitment, on the other. Another theoretical contribution is that previous research has considered the links between relationship commitment and value but has ignored the different types of commitment that play key roles in the value-creation process; this study has addressed that oversight. The study demonstrates that affective commitment and value-based commitment have different roles and meanings. Affective commitment indirectly affects value creation, while value-based commitment directly affects value creation. Affective commitment has the role of partial mediator, while value-based commitment has the role of full mediator. Furthermore, they differ in their basic characteristics: affective commitment is an emotional aspect, while value-based commitment is a calculative aspect.

Originality/value/contribution: Previous studies have not analyzed the relationship between relationship commitment and value creation. However, this study demonstrates that relationship commitment is an important driver of value creation in sponsorship relationships. Furthermore, most previous research argues that relationship commitment consists of various components or forms that interact in parallel with each other. However, this study demonstrates that the various forms of affective commitment and value-based commitment should not be considered merely components or forms but distinct types. Certainly, there is interaction between the two types, but sequentially in such a way that affective commitment is a prerequisite for value-based commitment. Furthermore, previous studies have consistently noted that affective commitment is the most important component, form, or type of relationship commitment. However, this study finds that value-based commitment is the most significant type of commitment in sponsorship relationships.