Transitioning and co-evolving to upgrade value offerings: A competence-based marketing view

被引:43
作者
Matthyssens, Paul [1 ,2 ]
Vandenbempt, Koen [1 ,2 ]
Weyns, Sara [1 ]
机构
[1] Univ Antwerp, Dept Management, B-2000 Antwerp, Belgium
[2] Univ Antwerp, Sch Management, B-2000 Antwerp, Belgium
关键词
Value creation; Customer value; Co-evolution; Competence-based marketing; Differentiation; BUSINESS MARKETS; CUSTOMER VALUE; NETWORK; PRODUCTS; LOGIC;
D O I
10.1016/j.indmarman.2008.08.008
中图分类号
F [经济];
学科分类号
02 ;
摘要
This article shows how subcontractors in the steel and metalworking industry can effectively upgrade their customer value offerings. The study intends to identify internal and external drivers for successful transitions. It builds on the IMP's (Industrial Marketing and Purchasing Group) research tradition by looking into value creation and competence-based marketing within business networks. Using qualitative methods, the research identifies 'ideal' value-added market positions and relates these to specific competence configurations. It also reveals the need to manage co-evolution with other network partners in order to make a successful transition from basic to value-added offerings. The paper contributes to business marketing science by looking explicitly into the mechanisms of internal alignment when upgrading value offerings (a pre-condition often overlooked in extant literature) and by extending the concept of coevolution. (C) 2009 Elsevier Inc. All rights reserved.
引用
收藏
页码:504 / 512
页数:9
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