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

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¥(¦§¨&©G§ªG¦(£(«¬¨$Z¬ 6¬«©¬£«¬®5¦5¯r°T£6&¥5£6ªN±Z²0³&³&´3µ¢3£6¤·&¸¹Tº»5¼½½¼¾6¿ÀÁ½ÂL¹¡¾N¾ ¹ÃVÄ¡¼S¹nºN¼Å©¸ÃÆÅ¹¡½VÇ*¼ÈOÆÃ¹¾6É À(¾Ê(ÁË¡¼V¾In the following I present what I call “ value co-creation initiatives” taken in thepartnership. The “ initiatives” are concrete, practical initiatives that have been worked out bythe two parties jointly at the partnership seminars, concrete activities decided by the twoparties that are to be carried out.First I present the initiatives as they arose at the seminars. Next I categorize them intocategories depending on whether they are related to efficiency, effectiveness, or none of thetwo. Thereafter I relate these to interdependence and take the argument further by proposingthat the logic of buyer-seller partnerships is to consciously manage interdependencies inorder to achieve economies of exploiting and creating new interdependencies.7.4.1 Value co-creation initiatives taken in the partnershipThe fact that there is value co-creation potential in a relationship says nothing about theactual process of value co-creation in a relationship i.e. how the potential is realized. Inorder to understand how the involved companies have attempted to realize the potential Ipresent the concrete initiatives that have been taken in order to co-create value. Theseinitiatives are products of two partnership seminars held involving people from bothorganizations in 2004, the first in January, and the second in May.The boxes below list the initiatives taken as they were raised at the two partnershipseminars. ·0¸V¹©ºÊ5ÁËV¼¾6¿À(Á¡½ÂÐ¾ ÀVÎÆÂ¡¼¥»5¼½½¼¾&¿ÆºG¸¥¹SÅT½¼V¹¡¾$Â¡¼TÉNÆÃÆº;ÆÀ(Ã¥ÀÃÈS¹ÆÃ©ºN¼Ã¹ÃVÅ*¼nºN¼V¹¡ÈÌÊ(ÁËV¼¾3ÈS¹ÆÃ©ºN¼Ã¹ÃÅ¼nºN¼¹ÈÐÁ¡¾;ÐTÀ¡Ç*¼S¹ÃÂ?ÍÁÇ©ÆÃ¼VÇ*Ç ·&¸¹Tº»5¼½½¼¾6¿ÀÁ½ÂLÇ*¼ÃÂL¹¥Å*À¡¾ ¼rºN¼¹Èxº À?Ê5ÁTË¡¼¡¾6º ÀÐ¡¸¡Æ½ÀVÇÀÐŢË0ÌÁÃÂ¼¡¾ ÇWºN¹ÃÂ¥ºG¸¼Æ¾Í¡ÁVÇ©ÆÃV¼ÇÇ¹¡ÃVÂOÎÆÇTÆÀ(Ã(Ì ·0¸V¹©ºÊ5ÁËV¼¾3ÐV¾ ÀÈOÆÇ*¼VÇaº;¸V¹Tº$ºN¼Å©¸¡ÃÆÅ¹¡½(ÆÃ©É À(¾NÈn¹TºGÆÀ(ÃSÄ5ÆÎV¼ÃnºNÀ ·&¸¹Tº»5¼½½¼¾6¿ÀÁ½Â?¾ ¼Î(Æ¼T¿_ºG¸V¼LÏÏ»Z¾ ¼¡ÐÀ¾ ºNÇaº ÀVÄ¼©ºG¸V¼¡¾&¿ÆºG¸Ê(ÁËV¼¾6¿Æ½½ÃÀºÍV¼LÁÇ*¼VÂL¹Ä¡¹ÆÃÇ,º»5¼½½¼¾GÌÊ5ÁTË¡¼¾6º ÀL¾ ¼VÂ(ÁVÅ,¼¥Å*ÀVÇ,º Ç¹¡ÃVÂ¥º À¥¹Î¡ÀÆÂSÉ ¹Æ½Á¡¾ ¼ ·0¸V¹©º»5¼½½¼¾$¿À(Á¡½Â?ÁÃVÂ¡¼¾ Ç,º ¹ÃÂ¥¿¸¹TºÊ5ÁËV¼¡¾NØÇÎÆÇ©ÆÀ(ÃOÆÇ¹ÃÂ ·&¸¹Tº»5¼½½¼¾$¹ÃÂhÊ5ÁTË¡¼¡¾6¿À(Á¡½Â¥ºN¹Ñ©¼S¹VÅ,ºGÆÀÃVÇrÆÃSÀ(¾ Â¼¡¾&º ÀÁ¡ÃÂ¼¾ ÇWºN¹ÃVÂSºG¸¹Tº$ºG¸V¼ÚÐV¾ À¡Â(ÁÅ,ºNÛ$ºG¸V¹©ººG¸¼ËOÂ¡¼½ÆÎ¡¼¾3ÆÃVÅ©½ÁVÂ¡¼VÇ¹ÆÈOÐ¾ ÀÎ¡¼SÇ,ËVÇ,º ¼¡ÈÂ¼Ç©ÆÄ5ÃrÉ À¾Ã¼T¿vÍ¡ÁÆ½Â(ÆÃVÄ¡ÇVÌ¾ ¼Ç©ÐÀ(ÃÇ©ÆÍ¡Æ½Æº ËSºNÀV¿¹¡¾ Â¥ºG¸¼¥Ä5Á¼ÇWº,Ì ·&¸¹Tº»5¼½½¼¾6¿ÀÁ½Â?Ð¡¾ ÀTÎ(ÆÂ¼¥¹O¸VÀTºG½ÆÃ¼nÉ À(¾&ºG¸V¼LÈn¹ÆÃTºN¼¡ÃV¹ÃÅ*¼ ·0¸V¹©º»5¼½½¼¾$¿À(Á¡½Â?ÆÈOÐ¡¾ ÀÎV¼LÆÃTÉ À¾NÈS¹Tº;ÆÀÃnÉN½ÀV¿_ºNÀ¿¹¡¾ ÂVÇºN¼V¹ÈxÉ À¾$Ò5Á¼VÇWºGÆÀÃVÇ¾ ¼½¹Tº ¼VÂSºNÀnºN¼ÅT¸¡ÃÆÅ*¹½Èn¹Tº ºN¼¾ ÇVÌÊ(ÁËV¼¾NÓ5¼VÇ©Ð¼Å©Æ¹¡½½Ë¾ ¼VÄ¡¹¡¾ Â(ÆÃVÄSºN¼VÅ©¸ÃÆÅ¹½¡ÆÃ©É À¾;Èn¹TºGÆÀ(Ã(Ì ·&¸¹TºÍVÀTºGĻÐ¹¡¾ ºGÆ¼VÇa¿À(Á¡½ÂOÅÀ¡È¥ÈOÆºº ÀSºG¸V¼¥Å*À¡ÀÐ¼¡¾ ¹TºGÆÀÃ ·0¸V¹©º»5¼½½¼¾$¿À(Á¡½ÂL¼ÃÇTÁ¡¾ ¼nºG¸V¹©ººG¸¼¾ ¼n¿aÀÁ½ÂÍV¼SÅ*À(È¥Ð¼TºN¼Ã©º¹VÄ(¾ ¼V¼¡Èn¼ÃTºNÓ&Ç©ÆÃÅ¼OÆÃTÎ¡À½ÎV¼ÈS¼¡ÃTºÆÇnÃÀº3¼ÃÀ(ÁÄ5¸(ÌºN¼ÅT¸¡ÃÆÅ*¹½ÇTÁ¡ÐÐÀ(¾ º$É À¾6ºG¸¼SÜ0Ü6Ý º Ë(Ð¼S¼ÃÄ5ÆÃ¼¥¼Î¡¼ÃS¹TÉ ºN¼¡¾6º;¸V¼É ¹VÅWºNÀ¾ ËÆÃÞ$Þàß Ç©ÐV¼VÅ©ÆÉNÆÅr½ÀVÅ¹©ºGÆÀÃ¡á¸¹VÇnÍ¼¼ÃSÅT½À¡Ç*¼Â0Ì ·&¸¹Tº»5¼½½¼¾6¿ÀÁ½ÂLÂ¡¼TÉNÆÃV¼¥Å*À(È¥È¥ÁÃÆÅ¹©ºGÆÀÃLÐ¹¾ ºGÃV¼¡¾ ÇaÉ À¾&ºG¸V¼ÈS¹ÆÃ©ºN¼Ã¹ÃVÅ*¼nºN¼V¹¡ÈÔ¿ÆºG¸¡ÆÃnºW¸¼O»5¼½½¼¾$À¾ Ä¡¹Ã¡ÆÕ¹Tº;ÆÀÃ5Ì ·0¸V¹©º»5¼½½¼¾$¿À(Á¡½ÂL¼ÃÇTÁ¡¾ ¼nºG¸V¹©ººG¸¼Æ¾ÆÃTÎ¡ÀÆÅ¼VÇrÈn¹Tº ÅT¸ ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½Â?Ð¹ËSºG¸¼Æ¾ÆÃÎ¡À(ÆÅ*¼ÇÀÃnºGÆÈS¼Ê(ÁËV¼¾NØÇnÐ¡Á¡¾ ÅT¸¹Ç*¼¥À¾ Â¡¼¡¾GÌ ·0¸V¹©ºÍVÀTºG¸¥Å*ÀÈOÐ¹ÃÆ¼Ça¿aÀÁ½ÂOÅT½¹¾NÆÉ ËSºG¸¼O¾ À½¼VÇ¹ÃÂ ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½Â¥ºN¼½½V»5¼¡½½¼¡¾6¿¸¼ÃLÆÃ©É À(¾NÈS¹TºGÆÀÃLÆÇnÃÀºÆÃ©ºN¼(Ã©ºWÆÀ(ÃÇnÆÃO¾ ¼VÄ¡¹¡¾ Â¥ºNÀ?Ê5ÁTË¡¼¡¾ ØÇrÈS¹ÆÃ©ºN¼Ã¹ÃVÅ*¼nºN¼V¹¡ÈÌºG¾;ÁÇ,º ¼VÂO¹ÃÂLÂ¡¼½¼VÄV¹TºN¼VÂÁ¡ÐT¿a¹¡¾ Â¡ÇrÆÃrºG¸V¼Ê5ÁËV¼¾$À¾ Ä¡¹ÃÆÕ*¹TºGÆÀ(ÃÍÀº;¸¥À(ÃS¹TºÊ5ÁTË¡¼¾$¹¡ÃVÂL»5¼½½¼¾GÌ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½ÂLÇ*¼ÃVÂO¹¥Å*À¾ ¼SÄ(¾ À(Á¡ÐnºNÀO»5¼½½¼¾ÆÃLÖ,º× ¹ÁVÂ¡¼¾ Â¡¹¡½¼nºNÀL½¼V¹¡¾;ÃS¹ÍÀ(Á©º»5¼½½¼¾ ØÇ¿¹ËOÀTÉ6¿À¾;ÑÆÃVÄ0Ì ·(ÀOÇ*¼©ºÁÐ¥¹OÐÀ¾ ºN¹½¡ÐVÀÐ¡ÝGÁ¡ÐLÃÀºGÆÉNÆÅ¹TºGÆÀÃ¥ÀÉ&ºN¼VÅ©¸Ã¡ÆÅ¹¡½(Á¡ÐÂ¹Tº ¼VÇ ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½Â?Ð¡¾ ÀÎ(ÆÂ¼¥»(¼½½¼¡¾6¿ÆºGŞ¹Ã¥À¾ Ä¡¹Ã¡ÆÕ¹Tº;ÆÀÃV¹¡½·0¸V¹©º3¹½½TºG¸V¼LÐ¹¾ ºGÃV¼¡¾ ÇT¸¡ÆÐLÈS¹¡ÃV¹VÄ¡¼Èn¼¡ÃTºÈS¼¼TºGÆÃVÄ¡Ç¿À(Á¡½ÂÍV¼¸¼½ÂLÀÁTº3ÀTÉÀTÉ É;ÆÅ*¼¥¹Tº3¹L½À¡Å*¹©ºGÆÀ(ÃS¿¸¼¾ ¼LÐT¼VÀÐ½¼SÅÀÁ½ÂOÄ¼Tºº3¹¡ÃVÂ¾ ¼VÇÐVÀÃVÇ©ÆÍÆ½Æº ËÈS¹TºG¾NÆÙSÉ À¡¾Â(ÆÇWº;¾;ÆÍ¡ÁTº;ÆÀÃnºW¸¡¾ À(ÁÄ5¸À(Á©ººG¸V¼¥À¾ ÄV¹Ã¡ÆÕ¹TºGÆÀÃÅT¸¹¾¹T¿¹ËSÉ ¾ ÀÈÂ¡¹TËÝ ºNÀÝNÂ¡¹TËÈn¹Tº ºN¼¡¾ Ç¹ÃÂLÅ*ÀÃVÅ*¼Ã©ºG¾ ¹©ºN¼¥À(ÃrºG¸V¼Ð¹¡¾ ºGÃV¼¡¾ Ç©¸ÆÐ(Ì ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½ÂLÅ*À(ÈOÈOÆº$ºNÀSº;¸¼¥¹VÄ(¾ ¼¼¡ÈS¼Ã©º¾ ¼VÄ¡¹¡¾ Â(ÆÃVÄÐV¹¡¾ ºNÇrÐ¡Á¾ ÅT¸¹Ç*¼S¹ÃVÂOÇ¼¡¾ Î(ÆÅ¼n¿À¾NÑÌ ·&¸¹TºÊ5ÁTË¡¼¾6¿À(Á¡½Â?Ð¡¾ ÀÎ(ÆÂ¼S¹SÇ©ÆÃÄ(½¼LÐVÀÆÃ©º3ÀÉ$ÅÀÃTºN¹Å,º$É À¾ÐÁ¡¾ Å©¸¹VÇTÆÃÄ?ÆÃ¥Å©¸V¹¡¾ Ä¡¼¥ÀÉ&ºG¸V¼SÅ*ÀÈOÈ¥ÁÃ¡ÆÅ¹TºGÆÀÃ¥¹(ÃÂ¥º;¸V¼ÐÁ¡¾ Å©¸¹VÇTÆÃÄ?ÐV¾ ÀVÅ*¼ÇÇÌFigure 7.6: Value co-creation initiatives, January 2004157
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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
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interviewing, observing, reading, r
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unit. Going even further back in hi
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3.4.1 Overview of the use of the va
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ç-è1éWèê9ë ì9í!î¹ï5ðWí
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argumentation alters the traditiona
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zG{\| }C~t s oHpaqfrRs t s qXu2vs y
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industries. Innovation is the sourc
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ôô3.7 SummaryThe assessment of va
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4. A RELATIONAL APPROACH TO VALUE C
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est way to organize, any way of org
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4.2 The IMP view on relationships a
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The focus and unit of analysis of t
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ecent book discuss how creating val
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not simply mutual dependence betwee
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3n3465-7 89;:=©:¡?@95AB
Page 82 and 83:
interdependence is associated with
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“ The performance of supplier arr
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Figure 4.5: Different value creatin
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“ organizational arrangements tha
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There is no simple or universal def
Page 92 and 93:
The question of win-win in partners
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The following chapter, number five,
Page 96 and 97:
The world cruise industry is domina
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Figure 5.2: The actors and the setu
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ù õ ñ ù õ ó*ÿ¡ ÷£¢ ñ¤
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:: ]:: ]In normal cases the Seller
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the top 10 suppliers for the cruise
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6. THE DEVELOPMENT OF THE RELATIONS
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In 1997 when Mr BR9 got the positio
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The relationship between the compan
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” 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
Page 152 and 153: è èèèè èèèè èè èè èè
Page 154 and 155: We learn their way of handling thin
Page 156 and 157: Price receivedThe price received ca
Page 158 and 159: partnership with the Seller, the as
Page 160 and 161: In the light of this, one could say
Page 162 and 163: dependence. If managers were not ab
Page 166 and 167: Seller’ s products and concepts,
Page 168 and 169: forth between the companies. This h
Page 170 and 171: What I found even more interesting
Page 172 and 173: The Buyer sees that the interest fo
Page 174 and 175: decision to pursue a collaborative
Page 176 and 177: methodology. I will also direct som
Page 178 and 179: years to come. Consequently the par
Page 180 and 181: €‚ƒ‡ ˆ„~„| }~different
Page 182 and 183: Question 1: How is the value concep
Page 184 and 185: exists, the value co-creation poten
Page 186 and 187: partnering and cooperating are so o
Page 188 and 189: process of analyzing the material s
Page 190 and 191: Barney, JB. (1991). Firms resources
Page 192 and 193: Forsström, B., (1998). Trouble & S
Page 194 and 195: Katz, M & Shapiro, C (1985). Networ
Page 196 and 197: Shapiro, B.P., Rangan V.K., Moriart
Page 198 and 199: Interviews:Interview: Buyer 1Interv
Page 201: Relationships between buyers and se
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Value Co-Creation in Industrial Buyer-Seller Partnerships ... - Doria

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