Initiating value co-creation: Dealing with non-receptive customers View Full Text


Ontology type: schema:ScholarlyArticle     


Article Info

DATE

2018-09

AUTHORS

Avinash Malshe, Scott B. Friend

ABSTRACT

Scholarly emphasis on the significance of integrating customer and supplier work processes to co-create customer value is increasingly important. While suppliers and customers working closely is imperative for the success of the value co-creation (VCC) process, customers’ reluctance at times to allow suppliers into their environments has not been fully explored. The present study is an expansive qualitative inquiry consisting of 114 in-depth interviews across 57 business-to-business evaluations that aims to understand both the nuanced nature of customer non-receptivity to specific VCC initiatives and those strategies suppliers may adopt to successfully manage it. Findings elicit three potential kinds of customer non-receptivity: apathy, ambivalence, and annoyance. Furthermore, conclusions propose six strategies suppliers may use to manage customer non-receptivity: intrinsic initiative, inspiration and implementation, complexity absorption, value alignment, credibility building, and objective centrality. More... »

PAGES

895-920

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  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/s11747-018-0577-6

    DOI

    http://dx.doi.org/10.1007/s11747-018-0577-6

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1101267648


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