Value (co-)creation in B2B sales ecosystems

Sami Rusthollkarhu, Pia Hautamaki, Leena Aarikka-Stenroos

Tutkimustuotos: ArtikkeliScientificvertaisarvioitu

28 Sitaatiot (Scopus)
24 Lataukset (Pure)

Abstrakti

Purpose: Digital ecosystemic business environments challenge dyadic approaches to value creation and particularly to business-to-business (B2B) sales. This paper aims to offer a novel conceptualization of the connection between value creation and B2B sales, which indicates practical implications and builds an agenda for future research. Design/methodology/approach: This conceptual paper integrates theoretical insights on service-dominant logic, service ecosystems, interactional value co-creation and B2B sales. This paper uses anecdotal evidence from the field of B2B sales to illustrate theoretical concepts developed in the paper. Findings: The paper develops the concept of value idea emergence (VIE), the process through which B2B entities become aware of a pursuable benefit. The paper further proposes that value (co-)creation in ecosystems happens through VIE’s intertwinement with the process of value proposition creation, a process, which includes all activities needed to bring a value proposition to a customer. The paper then discusses the role of B2B in these processes and proposes an agenda for future research. Practical implications: The novel conceptualizations of value (co-)creation can help B2B sales managers to understand the ecosystemic nature of the interactions that affect sales and value creation in the current business environment. Originality/value: The paper contributes to the literature on B2B sales and value creation by proposing a novel concept of VIE, introducing a conceptual model of interactive value (co-)creation in ecosystems and reformulating the role of B2B sales in value creation. These theory-developing insights can be used to guide both academic and managerial attention to interactions happening in the ecosystem outside of the buyer-seller dyad.

AlkuperäiskieliEnglanti
Sivut590-598
Sivumäärä9
JulkaisuJournal of Business and Industrial Marketing
Vuosikerta36
Numero4
Varhainen verkossa julkaisun päivämäärä2020
DOI - pysyväislinkit
TilaJulkaistu - 2021
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä

Julkaisufoorumi-taso

  • Jufo-taso 1

!!ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Sormenjälki

Sukella tutkimusaiheisiin 'Value (co-)creation in B2B sales ecosystems'. Ne muodostavat yhdessä ainutlaatuisen sormenjäljen.

Siteeraa tätä