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Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation

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  • O'Cass, Aron
  • Sok, Phyra

Abstract

This study adopts the premise that innovation capability underpins a service firm's value creation ability and that management style, employee behaviors and marketing underpin its innovation capability. This study examines the role of managers and employees in the creation and delivery of superior value to customers via the firm's innovation capability. To test this premise the current study examines the role of transformational leadership (TFL) as an aspect of the service firm's management style in creating and delivering value to customers through its services. This study adopts a multi-level study, collecting data from managers, employees and customers of service firms in a Southeast-Asian country, Cambodia. The results show that a service firm's innovation capability has a positive effect on the firm's value offering (VO), the VO has a positive relationship with customer perceived value-in use (PVI), and PVI has a positive relationship with firm performance. This study also finds moderating effects of TFL on the relationship between service innovation capability and VO, and of service marketing capability on the relationship between VO and PVI respectively.

Suggested Citation

  • O'Cass, Aron & Sok, Phyra, 2013. "Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation," Journal of Business Research, Elsevier, vol. 66(8), pages 1074-1084.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:1074-1084
    DOI: 10.1016/j.jbusres.2012.03.004
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    Cited by:

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    15. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    16. Amara, Nabil & D'Este, Pablo & Landry, Réjean & Doloreux, David, 2016. "Impacts of obstacles on innovation patterns in KIBS firms," Journal of Business Research, Elsevier, vol. 69(10), pages 4065-4073.
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