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

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interviewing, observing, reading, reflecting, discussing, theory again, and reflecting again,and finally on telling the story in a way that communicates the message to the public.Relying on just one case might be seen as a serious shortcoming of the study. However,considering the aim of the study and the conditions explicated above, the single-caseapproach can be justified.45
3. A CONCEPTUAL EXPLORATION INTO VALUEThe chapter on value begins with a short overview of the historical roots of the concept andgoes further into discussing how the concept has been used within different schools ofthought in business studies, going more specifically into the field of industrial marketing.The chapter ends with a definition of value that is used in the study with concludingremarks.3.1 Why study value?The overriding motive for this study is to explore value in the context of industrial buyersellerrelationships and moreover to explore how value is created in such a relationship. Thevalue concept has been used in business studies within several different schools of thought.There is no universal definition of value, but several different conceptualizations andinterpretations of the phenomenon - conceptualizations that depend on the context andpurpose of study. 3As already mentioned in the introduction, the study of an intangible phenomenon suchas value is difficult and complicated in many ways. What makes the study of value difficultis the relativity of the phenomenon. Value is defined and understood differently dependingon who does the assessment, when it is done, under which circumstances and for whatpurpose.This study focuses on understanding how value is used in industrial marketing in thecontext of industrial buyer-seller relationships. The aim is to find out how the value concepthas been used theoretically and to explore empirically what is perceived to be the valuecreated in a focal buyer-seller relationship with the aim of increasing the understanding ofthis complex intangible.3.2 The history of value in business studiesThe traditional view on value in business has its roots in industrial assembly lines. Here theconcept is understood as value that can be calculated with a single metric, i.e. the monetary463 What deserves to be pointed out is that in this study the understanding of “ value” as “ values” in the meaning ofethical and moral constructs are not considered. These highly interesting topics are excluded simply because thisstudy has a different focus.
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 30 and 31: in such relationships, and on how t
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 54 and 55: unit. Going even further back in hi
Page 56 and 57: 3.4.1 Overview of the use of the va
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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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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,
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Page 98 and 99: Figure 5.2: The actors and the setu
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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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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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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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