Value Co-Creation in Industrial Buyer-Seller Partnerships ... - Doria

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:: ]:: ]In normal cases the Seller has different organizational units taking care of sales work andafter sales work towards the customer. This arrangement often causes disruption in therelationship. The customer has to deal with different parts of the Seller organization in themiddle of what for them is one project. However, in the case of the Buyer the arrangementis different. The same people take care of all the Buyer–related matters regardless of phaseof the process in order to serve the customer better.b`cdfe+ghidkjb`cdml+d_n n d_jS/QDN); =\X+N):)U¦S^1aS^Ba5U¦SW
£…%ƒ‹D~%} ˆ%†%†)~%ƒD…D€¡‘`…%†’)“ …)£€T’¦}"| †D‡‰%~BŠ†%|…%†B€ ‹ƒ†%† ”†%† ”At the beginning of 2004, right in the middle of this research project, Mr BR9 appointed MrBR15 to take care of the partnership development project. Mr BR15 in turn has appointedMr BR11 to be in charge of the development of the relationship with the Seller in the future.On the Seller’ s side the service manager has also become more involved in the partnershipduring 2003-04 and is increasingly involved in communicating with Mr BR11 at the Buyer.The figure below illustrates the interaction interface between the companies duringspring 2004.ž!Ÿ¡ `¢¡£_ŸY¤›žkŸf¥`ŸY¦J¦ Ÿ+¤Š)…%| }\‘A…¦†)Ž•Dš•Dš¡Ž ¦}"‹D¦} …)€H| %†o p q rs t u rvp w tp x ry p q zŒ }J’¦‹+—| £~˜} ~ˆB| –~%†B€{5| } ~)#€T%}{| } ~)#€T%}Œ ~%†)~}J…%ƒ„©…¦†D…)‡~%}—| £~›‹}J~)ˆB| –~%†D€§ˆˆ£B| …)€\~+—| £~›˜}J~)ˆB| –~%†D€}Hœ%/’W‹D~%}"| †B€"~†)–%~†D€%†D€.} …#€¡„¡…%†D…)‡%~%}JŽW~%} %| ~‚Dƒ ~D~D€¡‘A…%†)…)‡~%}Jˆ‚Bƒ ~)~B€¡„¡…%†D…‡~%} ˆ‰%~)BŠ%†| £…%ƒ%„©…%†)…)‡~}JŽW~%} ¦| £~/’¦‹B~¦}"| †B€"~†)–~%†D€"ˆ—5| £~›˜}J~)ˆB| –~%†D€‰%~)BŠ%†| £…%ƒ)ˆB‹D~)B| …%ƒ | ˆ#€” †%†„©…¦†D…)‡~%}Š%| ~D“•†D‡W| †D~)~%}JˆFigure 5.6: Interaction pattern and individuals during spring 2004Of the people listed on the Buyer side there are three persons who have previously workedfor the Seller, namely Mr BR1, Mr BR4, and Mr BR12. This is a factor that has beenimportant in the development of the relationships and that will be discussed later in the text.965.2 The companies: the Seller and the BuyerThe Seller is one of a total number of 3000-3500 suppliers to a cruise ship. Regardingimportance, both strategic importance of the product and the investment the Seller is among
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Birgitta ForsströmValue Co-Creatio
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VALUE CO-CREATION IN INDUSTRIAL BUY
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CIP Cataloguing in PublicationForss
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Suokannas and Annica Isacsson my de
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3.3 The use of the value concept in
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7.2.1 Price as a benefit and a sacr
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Figure 8.1: Interdependence, involv
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81. INTRODUCTIONEconomic theory rel
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Portfolio management and key accoun
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value - ways to understand and thin
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creation in a world of relationship
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Möller and Halinen-Kaila (1999) cr
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Value of a Relationship: When discu
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1.3 Outline of the studyThe study s
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in such relationships, and on how t
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2.2 Research approach“ Human gras
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“ In case study both the research
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interview ended up being different
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simplifying and combining observati
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the purpose of why it is studied an
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started paying attention to issues
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The analysis of the material was an
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are: setting the boundaries of the
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Critical events during the process
Page 52 and 53: interviewing, observing, reading, r
Page 54 and 55: unit. Going even further back in hi
Page 56 and 57: 3.4.1 Overview of the use of the va
Page 58 and 59: ç-è1éWèê9ë ì9í!î¹ï5ðWí
Page 60 and 61: argumentation alters the traditiona
Page 62 and 63: zG{\| }C~t s oHpaqfrRs t s qXu2vs y
Page 64 and 65: industries. Innovation is the sourc
Page 66 and 67: ôô3.7 SummaryThe assessment of va
Page 68 and 69: 4. A RELATIONAL APPROACH TO VALUE C
Page 70 and 71: est way to organize, any way of org
Page 72 and 73: 4.2 The IMP view on relationships a
Page 74 and 75: The focus and unit of analysis of t
Page 76 and 77: ecent book discuss how creating val
Page 78 and 79: not simply mutual dependence betwee
Page 80 and 81: 3n3465-7 89;:=©:¡?@95AB
Page 82 and 83: interdependence is associated with
Page 84 and 85: “ The performance of supplier arr
Page 86 and 87: Figure 4.5: Different value creatin
Page 88 and 89: “ organizational arrangements tha
Page 90 and 91: There is no simple or universal def
Page 92 and 93: The question of win-win in partners
Page 94 and 95: The following chapter, number five,
Page 96 and 97: The world cruise industry is domina
Page 98 and 99: Figure 5.2: The actors and the setu
Page 100 and 101: ù õ ñ ù õ ó*ÿ¡ ÷£¢ ñ¤
Page 104 and 105: the top 10 suppliers for the cruise
Page 106 and 107: 6. THE DEVELOPMENT OF THE RELATIONS
Page 108 and 109: In 1997 when Mr BR9 got the positio
Page 110 and 111: The relationship between the compan
Page 112 and 113: ” He (BR9) often talks about the
Page 114 and 115: With some years of experience with
Page 116 and 117: offering, the Buyer still sees the
Page 118 and 119: When the Seller realized that they
Page 120 and 121: we have a new development in the pr
Page 122 and 123: to serving the customers - the part
Page 124 and 125: ” This is the most problematic ag
Page 126 and 127: • Optimize operations i.e. fuel o
Page 128 and 129: They also commented that the person
Page 130 and 131: 6.7.5 Comments on internal issuesAt
Page 132 and 133: changes, and that the Seller would
Page 134 and 135: survey 14 that the Seller had condu
Page 136 and 137: uuuuuuu uuuuuuuuuuuuuuue¦f¨gh ijk
Page 138 and 139: Seller. At present there are three
Page 140 and 141: 15 - a factor that should not be ne
Page 142 and 143: elationship and the people interact
Page 144 and 145: + K !ñ ú ê ñ ê ö ë î ñ ï
Page 146 and 147: 7.1 Perceived value as a prerequisi
Page 148 and 149: ” We are in the process of develo
Page 150 and 151: and that is insane. We must be able
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è èèèè èèèè èè èè èè
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We learn their way of handling thin
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Price receivedThe price received ca
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partnership with the Seller, the as
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In the light of this, one could say
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dependence. If managers were not ab
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¥(¦§¨&©G§ªG¦(£(«¬¨$Z
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Seller’ s products and concepts,
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forth between the companies. This h
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What I found even more interesting
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The Buyer sees that the interest fo
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decision to pursue a collaborative
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methodology. I will also direct som
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years to come. Consequently the par
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€‚ƒ‡ ˆ„~„| }~different
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Question 1: How is the value concep
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exists, the value co-creation poten
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partnering and cooperating are so o
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process of analyzing the material s
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Barney, JB. (1991). Firms resources
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Forsström, B., (1998). Trouble & S
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Katz, M & Shapiro, C (1985). Networ
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Shapiro, B.P., Rangan V.K., Moriart
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Interviews:Interview: Buyer 1Interv
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Relationships between buyers and se
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