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

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in such relationships, and on how this value is created. As I rejoined academia in 2002 I hadthe opportunity to get involved in a research project called ValueNet. The ValueNet is aconsortium of four Finnish universities, financed by the LIIKE programme of the Academyof Finland. The ValueNet research is focusing on the challenges of an increasingly globaleconomy for business life, and more specifically on business networks, their managementand value creation in business networks. The involvement in the ValueNet researchcommunity gradually directed my work towards focusing on the concept of value.Another significant factor that has been guiding and giving direction to my work hasbeen the introduction into the research of the IMP Group. As I started taking part in IMPinspired conferences, discussing with people from the IMP group and reading literature, Igradually found my theoretical home in the IMP tradition.Concerning the context of the research I have been studying a dyad, a relationshipbetween a buyer and a seller in the marine industry, where the buyer is a ship owner andoperator, and the supplier is a diesel engine manufacturer. By choosing to focus on a dyad Ihave taken a “ micro-position” in relation to setting boundaries for the network that I amstudying (Johanson & Mattsson 1988). The focus has been on how value is created jointlyby the parties, through interaction. The dynamics of value is captured through discussing thedevelopment of the relationship over 30 years; starting with the first delivery in 1970 thatthen evolved into the high-involvement relationship between the parties that exists today.The next figure is an approximate illustration of the research process.23
Figure 2.1: A general overview of the research processThe following chapter describes the research process – the values, ideas, and views thathave guided the process – and the different considerations and decisions taken along theway. The chapter starts with a discussion on the ontological and epistemologicalconsiderations that the study is based on and goes on into discussing qualitative research ingeneral. After this the research strategy used in this study is discussed followed by apresentation of the qualitative analysis methods applied. The chapter ends with some oftenheard criticism about qualitative research, some critical comments about the study, andfinally with some concluding comments about the whole chapter.24
Page 1 and 2: Birgitta ForsströmValue Co-Creatio
Page 3 and 4: VALUE CO-CREATION IN INDUSTRIAL BUY
Page 5 and 6: CIP Cataloguing in PublicationForss
Page 7 and 8: Suokannas and Annica Isacsson my de
Page 9 and 10: 3.3 The use of the value concept in
Page 11 and 12: 7.2.1 Price as a benefit and a sacr
Page 13 and 14: Figure 8.1: Interdependence, involv
Page 15 and 16: 81. INTRODUCTIONEconomic theory rel
Page 17 and 18: Portfolio management and key accoun
Page 19 and 20: value - ways to understand and thin
Page 21 and 22: creation in a world of relationship
Page 23 and 24: Möller and Halinen-Kaila (1999) cr
Page 25 and 26: Value of a Relationship: When discu
Page 27 and 28: 1.3 Outline of the studyThe study s
Page 32 and 33: 2.2 Research approach“ Human gras
Page 34 and 35: “ In case study both the research
Page 36 and 37: interview ended up being different
Page 38 and 39: simplifying and combining observati
Page 40 and 41: the purpose of why it is studied an
Page 42 and 43: started paying attention to issues
Page 44 and 45: The analysis of the material was an
Page 47: are: setting the boundaries of the
Page 50 and 51: 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
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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
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3n3465-7 89;:=©:¡?@95AB
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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
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The question of win-win in partners
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The following chapter, number five,
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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
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With some years of experience with
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offering, the Buyer still sees the
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When the Seller realized that they
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we have a new development in the pr
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to serving the customers - the part
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” This is the most problematic ag
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• Optimize operations i.e. fuel o
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They also commented that the person
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6.7.5 Comments on internal issuesAt
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changes, and that the Seller would
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survey 14 that the Seller had condu
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uuuuuuu uuuuuuuuuuuuuuue¦f¨gh ijk
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Seller. At present there are three
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15 - a factor that should not be ne
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elationship and the people interact
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+ K !ñ ú ê ñ ê ö ë î ñ ï
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7.1 Perceived value as a prerequisi
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” We are in the process of develo
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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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Value Co-Creation in Industrial Buyer-Seller Partnerships ... - Doria

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