IDEAS home Printed from https://ideas.repec.org/a/zbw/jumsac/294924.html
   My bibliography  Save this article

Value Co-Creation: Eine Analyse von Treibern und Gestaltungsansätzen für B2B- vs. B2C-Kunden

Author

Listed:
  • Steinhardt, Felix Konstantin

Abstract

Value Co-Creation (CC) wird eine hohe Bedeutung zugesprochen, da sie ermöglicht, Kunden aktiv in die Wertschöpfung von Unternehmen einzubeziehen und so neue Produkte und Dienstleistungen zu kreieren, die optimal auf Bedürfnisse abgestimmt sind. In dieser Arbeit werden Beweggründe bzw. Treiber für die CC-Teilnahme aus Kundensicht identifiziert. Dies geschieht anhand exemplarischer Szenarien mit quantitativen Auswertungen. Hierbei wird erstmalig auf Gemeinsamkeiten und Unterschiede der Bedeutung der Treiber von CC bei business-to-business-Kunden (Geschäftskunden) vs. business-to-consumer-Kunden (Privatkunden) im direkten Vergleich eingegangen. Was bewegt die Kunden dazu, sich an anbieterinitiierten CC-Aktivitäten zu beteiligen? Wie unterscheidet sich die Bedeutung dieser Treiber für beide Kundentypen B2B vs. B2C im Detail? Bei B2B-Kunden werden hierfür zwei Betrachtungsebenen unterschieden: die organisationale, strategische Ebene des gesamten Unternehmens ("firm-level") und die individuelle Perspektive der Mitarbeiter eines Unternehmens, welches Geschäftskunde ist ("individual-level"). Zusäzlich werden praktische Gestaltungsansätze für CC diskutiert. Die Ergebnisse tragen zum tieferen CC-Verständnis bei und geben dabei Anhaltspunkte für die Initiierung von CC-Projekten.

Suggested Citation

  • Steinhardt, Felix Konstantin, 2020. "Value Co-Creation: Eine Analyse von Treibern und Gestaltungsansätzen für B2B- vs. B2C-Kunden," Junior Management Science (JUMS), Junior Management Science e. V., vol. 5(1), pages 81-117.
    • Handle: RePEc:zbw:jumsac:294924
    DOI: 10.5282/jums/v5i1pp81-117
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/294924/1/5065-3269.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.5282/jums/v5i1pp81-117?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Andreas Eggert & Wolfgang Ulaga, 2002. "Customer perceived value: a substitute for satisfaction in business markets?," Post-Print hal-00484980, HAL.
    2. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    3. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    4. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    5. Vicente Cuñat & Maria Guadalupe, 2009. "Globalization and the Provision of Incentives inside the Firm: The Effect of Foreign Competition," Journal of Labor Economics, University of Chicago Press, vol. 27(2), pages 179-212, April.
    6. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    7. Ramaswamy, Venkat & Ozcan, Kerimcan, 2018. "What is co-creation? An interactional creation framework and its implications for value creation," Journal of Business Research, Elsevier, vol. 84(C), pages 196-205.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    2. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Weijia Kong & Yunfei Shao & Simeng Wang & Wei Yan & Yawen Liu, 2024. "The Implications of the Spillover Effect Related to Green Co-Creation in a Supply Chain," Sustainability, MDPI, vol. 16(9), pages 1-21, April.
    4. Carole Charbonnel, 2022. "Value Co-Creation As A Marketing Practice: Performance And Firm-level Antecedents," Post-Print hal-03622950, HAL.
    5. Roberto Bruni & Annarita Colamatteo & Evgenia Nekhoda, 2021. "Governing Territories in Turbulence with Advanced Marketing Frameworks," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(1), pages 1-79, August.
    6. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    7. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    8. Abdullah A. Alhumud & Ibrahim A. Elshaer, 2024. "Social Commerce and Customer-to-Customer Value Co-Creation Impact on Sustainable Customer Relationships," Sustainability, MDPI, vol. 16(10), pages 1-16, May.
    9. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    10. Deszczyński Bartosz, 2017. "Word-Of-Mouth in Social Media. The Case of Polish Tourist Industry," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 53(4), pages 93-114, December.
    11. He Huang, 2019. "How Does Information Transmission Influence the Value Creation Capability of a Digital Ecosystem? An Empirical Study of the Crypto-Digital Ecosystem Ethereum," Sustainability, MDPI, vol. 11(19), pages 1-16, September.
    12. Matthews, Russell S. & Chalmers, Dominic M. & Fraser, Simon S., 2018. "The intersection of entrepreneurship and selling: An interdisciplinary review, framework, and future research agenda," Journal of Business Venturing, Elsevier, vol. 33(6), pages 691-719.
    13. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    14. Josep Lladós-Masllorens & Antoni Meseguer-Artola & Inma Rodríguez-Ardura, 2020. "Understanding Peer-to-Peer, Two-Sided Digital Marketplaces: Pricing Lessons from Airbnb in Barcelona," Sustainability, MDPI, vol. 12(13), pages 1-19, June.
    15. Fang, Mingyue & Nie, Huihua & Shen, Xinyi, 2023. "Can enterprise digitization improve ESG performance?," Economic Modelling, Elsevier, vol. 118(C).
    16. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    17. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    18. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    19. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    20. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:jumsac:294924. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://jums.academy/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.