Building competences for new customer value creation: An exploratory study |
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Authors: | Liselore Berghman [Author Vitae] Paul Matthyssens [Author Vitae] Koen Vandenbempt [Author Vitae] |
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Institution: | a University of Antwerp (Belgium), Faculty of Applied Economics, Department of Management, Prinsstraat 13, 2000 Antwerp, Belgium b Erasmus University Rotterdam (The Netherlands), Rotterdam School of Management, Prinsstraat 13, 2000 Antwerp, Belgium c University of Antwerp Management School, Prinsstraat 13, 2000 Antwerp, Belgium |
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Abstract: | Recent marketing literature suggests companies to become market driving (proactive business logic, changing the rules of the market) instead of market driven (reactive business logic, customer-led). This transformation implies that companies are able to boost their capacity to create new customer value. Based on survey data of business-to-business markets, we advance a tentative model that links competence development to new customer value creation. Although exploratory in its nature, our study exhibits that companies should build three types of competences: marketing practices for external knowledge absorption, general organizational competences and supply chain/network competences. Using cluster analysis, we are able to further link these competences to the capacity of new value creation. Four clusters are detected with different degrees of expertise in new value creation and each displaying their own profile of competences. Becoming market driving requires an integrated and balanced view on marketing practices. |
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Keywords: | Value creation Marketing competences Market driving Market orientation Value innovation |
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