Solution selling and value co-creation

different forms and contexts

Research output: Contribution to conferenceAbstract

136 Downloads (Pure)

Abstract

Creating customer solutions is said to embody the new service-dominant logic (Sharma, Iyer, & Evanschitzky, 2008; Tuli, Kohli, & Bharadwaj, 2007); the elaboration of solutions is likely to result from a value co-creation process involving actors from both the supply network and the customer network (Cova & Salle, 2007). Value co-creation addresses the growing importance of customer involvement in an organization; service-dominant logic states that the customer is always a co-creator of value (Vargo & Lusch, 2008) but the extent
to which customers co-create value and facilitate the creation of solutions in a range of Business-to-Business and Business-to-Consumer contexts is, as yet, undetermined. This conceptual, exploratory research investigates value co-creation through a set of four encounters between firm, customer, and other networks based on a solution selling model(Tuli, et al., 2007). Using a pre-determined sample of service firms a set of expert ratings was gathered to analyze the level of value co-creation during the encounters. The results of the ratings suggest that firms create solutions and co-create in different ways during the 4 stages of the encounter process. A series of semi-structured interviews suggested that firms would benefit from a greater understanding of the forms of value co-creation, and the contexts where they can best be applied to a solution selling model. The research concludes by suggesting a conceptual framework for analyzing value co-creation in service firms and its potential impact on firm activity and performance.
Original languageEnglish
Publication statusPublished - 10 Jun 2010
EventFrontiers in Service Service and Solution Innovation Pre-Conference - Karlstad, Sweden
Duration: 10 Jun 2010 → …

Conference

ConferenceFrontiers in Service Service and Solution Innovation Pre-Conference
CountrySweden
CityKarlstad
Period10/06/10 → …

Fingerprint

Value co-creation
Service-dominant logic
Co-creation of value
Service firms
Rating
Business to business
Elaboration
Structured interview
Customer involvement
Supply network
New services
Conceptual framework

Keywords

  • customer service
  • marketing

Cite this

Alexander, M. (2010). Solution selling and value co-creation: different forms and contexts. Abstract from Frontiers in Service Service and Solution Innovation Pre-Conference, Karlstad, Sweden.
Alexander, Matthew. / Solution selling and value co-creation : different forms and contexts. Abstract from Frontiers in Service Service and Solution Innovation Pre-Conference, Karlstad, Sweden.
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Alexander, M 2010, 'Solution selling and value co-creation: different forms and contexts' Frontiers in Service Service and Solution Innovation Pre-Conference, Karlstad, Sweden, 10/06/10, .

Solution selling and value co-creation : different forms and contexts. / Alexander, Matthew.

2010. Abstract from Frontiers in Service Service and Solution Innovation Pre-Conference, Karlstad, Sweden.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Solution selling and value co-creation

T2 - different forms and contexts

AU - Alexander, Matthew

PY - 2010/6/10

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N2 - Creating customer solutions is said to embody the new service-dominant logic (Sharma, Iyer, & Evanschitzky, 2008; Tuli, Kohli, & Bharadwaj, 2007); the elaboration of solutions is likely to result from a value co-creation process involving actors from both the supply network and the customer network (Cova & Salle, 2007). Value co-creation addresses the growing importance of customer involvement in an organization; service-dominant logic states that the customer is always a co-creator of value (Vargo & Lusch, 2008) but the extent to which customers co-create value and facilitate the creation of solutions in a range of Business-to-Business and Business-to-Consumer contexts is, as yet, undetermined. This conceptual, exploratory research investigates value co-creation through a set of four encounters between firm, customer, and other networks based on a solution selling model(Tuli, et al., 2007). Using a pre-determined sample of service firms a set of expert ratings was gathered to analyze the level of value co-creation during the encounters. The results of the ratings suggest that firms create solutions and co-create in different ways during the 4 stages of the encounter process. A series of semi-structured interviews suggested that firms would benefit from a greater understanding of the forms of value co-creation, and the contexts where they can best be applied to a solution selling model. The research concludes by suggesting a conceptual framework for analyzing value co-creation in service firms and its potential impact on firm activity and performance.

AB - Creating customer solutions is said to embody the new service-dominant logic (Sharma, Iyer, & Evanschitzky, 2008; Tuli, Kohli, & Bharadwaj, 2007); the elaboration of solutions is likely to result from a value co-creation process involving actors from both the supply network and the customer network (Cova & Salle, 2007). Value co-creation addresses the growing importance of customer involvement in an organization; service-dominant logic states that the customer is always a co-creator of value (Vargo & Lusch, 2008) but the extent to which customers co-create value and facilitate the creation of solutions in a range of Business-to-Business and Business-to-Consumer contexts is, as yet, undetermined. This conceptual, exploratory research investigates value co-creation through a set of four encounters between firm, customer, and other networks based on a solution selling model(Tuli, et al., 2007). Using a pre-determined sample of service firms a set of expert ratings was gathered to analyze the level of value co-creation during the encounters. The results of the ratings suggest that firms create solutions and co-create in different ways during the 4 stages of the encounter process. A series of semi-structured interviews suggested that firms would benefit from a greater understanding of the forms of value co-creation, and the contexts where they can best be applied to a solution selling model. The research concludes by suggesting a conceptual framework for analyzing value co-creation in service firms and its potential impact on firm activity and performance.

KW - customer service

KW - marketing

M3 - Abstract

ER -

Alexander M. Solution selling and value co-creation: different forms and contexts. 2010. Abstract from Frontiers in Service Service and Solution Innovation Pre-Conference, Karlstad, Sweden.