Role of competences in creating customer value: A value-creation logic approach |
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Authors: | Kristian Möller [Author Vitae] |
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Institution: | Department of Marketing and Management, Helsinki School of Economics (HSE), P.O. Box 1210, 00101 Helsinki, Finland |
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Abstract: | This paper addresses the issue through what kind of competences companies are producing value for their business customers. First, a value typology, clarifying the complex character of value, is constructed, together with suggestions on how the question of value creation can be framed. In order to understand and manage supplier-customer relationships, it essential to comprehend how both customers and suppliers perceive value and their roles in value creation. The matching of customers' and suppliers' perspectives is discussed by developing a framework depicting the business-to-business marketing types. Then the competences needed for creating value for customers and suppliers alike are examined by identifying what kind of competences are required in each marketing type. |
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Keywords: | Customer value Value creation competences Relationship marketing Value-creation logic Supplier-customer relationships |
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