Capturing value creation in business relationships: A customer perspective |
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Authors: | Wolfgang Ulaga [Author Vitae] |
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Institution: | Department of Marketing, Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46656, USA Marketing Department, ESCP-EAP, 79 avenue de la République, 75543 Paris, Cedex 11, France |
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Abstract: | Collaborative relationships in business markets are of growing importance to customers and suppliers alike. Customers need to decide whether to invest in a new supplier relationship, to maintain and develop a valued relationship, or to divest from a low-value relationship. Suppliers, in turn, face growing commoditization of products and seek to differentiate themselves through relationships. The measurement of value creation in buyer-seller relationships is still in its infancy, and a sound understanding of how firms create and deliver value in business relationships is needed. Emerging studies investigate relationship value based on dimensions derived from theory and lack a managerial perspective. Therefore, the present research explored relationship value from a grounded theory perspective. In-depth interviews with purchasing managers identified eight value drivers in manufacturer-supplier relationships. Implications for the measurement of the concept are discussed, and directions for further research are suggested. |
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Keywords: | Buyer-seller relationships Customer value Relationship value Grounded theory |
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