A longitudinal study of customers' desired value change in business-to-business markets

被引:47
作者
Beverland, M
Lockshin, L
机构
[1] Monash Univ, Dept Marketing, Caulfield, Vic 3145, Australia
[2] Univ S Australia, Sch Marketing, Adelaide, SA 5000, Australia
关键词
value change; export; longitudinal research; market orientation; wine industry;
D O I
10.1016/j.indmarman.2003.06.006
中图分类号
F [经济];
学科分类号
02 ;
摘要
Customer value is a dynamic interactive phenomenon. Based on a longitudinal, phenomenological study of buyers and sellers in the New Zealand wine industry, we shed light on the phenomena of customers' desired value change (CDVC), driving contextual conditions, and firms' strategic response. A four-stage model of market-CDVC evolution is proposed. Findings identified external and internal drivers of CDVC, such as increasing niche density, changing customer demands, changing competitor actions, and increased competitive rivalry. We were able to track changes in each driver, and identify the related changes in CDVC, including changes in CDVC form and intensity, and the scope of CDVC related actions. (C) 2003 Elsevier Inc. All rights reserved.
引用
收藏
页码:653 / 666
页数:14
相关论文
共 35 条
[1]  
[Anonymous], 1994, QUALITATIVE DATA ANA
[2]   The paradox of success: An archival and a laboratory study of strategic persistence following radical environmental change [J].
Audia, PG ;
Locke, EA ;
Smith, KG .
ACADEMY OF MANAGEMENT JOURNAL, 2000, 43 (05) :837-853
[3]  
BEVERLAND MB, 2003, THESIS U S AUSTR ADE
[4]   Materialism and well-being: A conflicting values perspective [J].
Burroughs, JE ;
Rindfleisch, A .
JOURNAL OF CONSUMER RESEARCH, 2002, 29 (03) :348-370
[5]  
Day E., 2000, J CONSUMER SATISFACT, V13, P52
[6]   BUILDING THEORIES FROM CASE-STUDY RESEARCH [J].
EISENHARDT, KM .
ACADEMY OF MANAGEMENT REVIEW, 1989, 14 (04) :532-550
[7]   Exploring the phenomenon of customers' desired value change in a business-to-business context [J].
Flint, DJ ;
Woodruff, RB ;
Gardial, SF .
JOURNAL OF MARKETING, 2002, 66 (04) :102-117
[8]   The initiators of changes in customers desired value - Results from a theory building study [J].
Flint, DJ ;
Woodruff, RB .
INDUSTRIAL MARKETING MANAGEMENT, 2001, 30 (04) :321-337
[9]   Consumers and their brands: Developing relationship theory in consumer research [J].
Fournier, S .
JOURNAL OF CONSUMER RESEARCH, 1998, 24 (04) :343-373
[10]   Organizing and managing channels of distribution [J].
Frazier, GL .
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 1999, 27 (02) :226-240