Value (co-)creation in B2B sales ecosystems
Purpose: Digital ecosystemic business environments challenge dyadic approaches to value creation and particularly to business-to-business (B2B) sales. This paper aims to offer a novel conceptualization of the connection between value creation and B2B sales, which indicates practical implications and builds an agenda for future research. Design/methodology/approach: This conceptual paper integrates theoretical insights on service-dominant logic, service ecosystems, interactional value co-creation and B2B sales. This paper uses anecdotal evidence from the field of B2B sales to illustrate theoretical concepts developed in the paper. Findings: The paper develops the concept of value idea emergence (VIE), the process through which B2B entities become aware of a pursuable benefit. The paper further proposes that value (co-)creation in ecosystems happens through VIE’s intertwinement with the process of value proposition creation, a process, which includes all activities needed to bring a value proposition to a customer. The paper then discusses the role of B2B in these processes and proposes an agenda for future research. Practical implications: The novel conceptualizations of value (co-)creation can help B2B sales managers to understand the ecosystemic nature of the interactions that affect sales and value creation in the current business environment. Originality/value: The paper contributes to the literature on B2B sales and value creation by proposing a novel concept of VIE, introducing a conceptual model of interactive value (co-)creation in ecosystems and reformulating the role of B2B sales in value creation. These theory-developing insights can be used to guide both academic and managerial attention to interactions happening in the ecosystem outside of the buyer-seller dyad.
Year of publication: |
2020
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Authors: | Rusthollkarhu, Sami ; Hautamaki, Pia ; Aarikka-Stenroos, Leena |
Published in: |
Journal of Business & Industrial Marketing. - Emerald, ISSN 0885-8624, ZDB-ID 2019934-X. - Vol. 36.2020, 4 (03.12.), p. 590-598
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Publisher: |
Emerald |
Saved in:
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