期刊
INDUSTRIAL MARKETING MANAGEMENT
卷 38, 期 5, 页码 504-512出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2008.08.008
关键词
Value creation; Customer value; Co-evolution; Competence-based marketing; Differentiation
This article shows how subcontractors in the steel and metalworking industry can effectively upgrade their customer value offerings. The study intends to identify internal and external drivers for successful transitions. It builds on the IMP's (Industrial Marketing and Purchasing Group) research tradition by looking into value creation and competence-based marketing within business networks. Using qualitative methods, the research identifies 'ideal' value-added market positions and relates these to specific competence configurations. It also reveals the need to manage co-evolution with other network partners in order to make a successful transition from basic to value-added offerings. The paper contributes to business marketing science by looking explicitly into the mechanisms of internal alignment when upgrading value offerings (a pre-condition often overlooked in extant literature) and by extending the concept of coevolution. (C) 2009 Elsevier Inc. All rights reserved.
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