Value Co-Creation in Seller-Reseller Relationships
Schütz, Shirley (2011)
Schütz, Shirley
Laurea-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201104073993
https://urn.fi/URN:NBN:fi:amk-201104073993
Tiivistelmä
The purpose of this study is to analyze the roles and activities of the seller and the reseller in co-creative relationships. The research outlines how the quality of participation influences the process of value co-creation in seller-reseller relationships.
The study discusses the participatory approach as the prerequisite for co-creation and presents how the gains and limits of value co-creation depend on this impetus. The study represents the process of defining value propositions on the seller as well as on the reseller side and it delineates the causal relationship of the variables value proposition and value perception. With the qualitative, cross-sectional research of business dyads represented by four strong Finnish sellers from different consumer goods industries and their various international resellers the study assesses the attitude for and the quality of collaboration in their value co-creation processes.
The research on the interrelations of participatory processes and co-creation provides new insights into the management of the course of value co-creation. The study takes a dyadic approach on collaborative relationships by giving both sides the possibility to describe their value propositions and the creation and co-creation of value with the particular business partner. The study conceptualizes possible motivators for value co-creation and it presents the perspectives of the companies under research on such motivating elements. It reveals a rather poor quality of dialogue among the researched companies what results in a low level of value co-creation and the missing causal relation between the variables of consciously provided value proposition and value perception. Each company focuses on its own forthcoming but is not genuinely interested if its value propositions match the value perceptions of the business partner.
The study concludes with various managerial implications that might provide new perceptions for practitioners in business dyads.
The study discusses the participatory approach as the prerequisite for co-creation and presents how the gains and limits of value co-creation depend on this impetus. The study represents the process of defining value propositions on the seller as well as on the reseller side and it delineates the causal relationship of the variables value proposition and value perception. With the qualitative, cross-sectional research of business dyads represented by four strong Finnish sellers from different consumer goods industries and their various international resellers the study assesses the attitude for and the quality of collaboration in their value co-creation processes.
The research on the interrelations of participatory processes and co-creation provides new insights into the management of the course of value co-creation. The study takes a dyadic approach on collaborative relationships by giving both sides the possibility to describe their value propositions and the creation and co-creation of value with the particular business partner. The study conceptualizes possible motivators for value co-creation and it presents the perspectives of the companies under research on such motivating elements. It reveals a rather poor quality of dialogue among the researched companies what results in a low level of value co-creation and the missing causal relation between the variables of consciously provided value proposition and value perception. Each company focuses on its own forthcoming but is not genuinely interested if its value propositions match the value perceptions of the business partner.
The study concludes with various managerial implications that might provide new perceptions for practitioners in business dyads.