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Examining the contingent effect of market orientation and knowledge specificity on codesign and co-production of B2B professional service firms

Citation

Heirati, N and O'Cass, AG and Siahtiri, V and Lee, WJ, Examining the contingent effect of market orientation and knowledge specificity on codesign and co-production of B2B professional service firms, ANZMAC 2014 Proceedings, 1-3 December, Brisbane, Australia, pp. 946-953. ISSN 1447-3275 (2014) [Non Refereed Conference Paper]


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Abstract

This study examines the extent that a firmsí market-orientation impacts its collaboration with the customer to design and deliver professional services. Our study advances understanding about the conditions under which market-oriented service firms engage in customer collaboration to jointly design and deliver services. In particular, data from business-to-business professional service firms in Iran indicate that the market-oriented service firmís efforts to develop relational-processes that are required to engage in customer collaboration in the service design and production stages vary based on specific contextual factors. Our results show that high levels knowledge specificity lessens the tendency to collaborate with customers in both design and production stages. Further, market-oriented service firms are more likely to develop relational-processes to collaborate with customers in the design stage, when the level of service innovativeness is high.

Item Details

Item Type:Non Refereed Conference Paper
Keywords:professional service firms, customer collaboration, market orientation, co-design, co-production
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Management (incl. Strategy and Customer Relations)
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, AG (Professor Aron O'Cass)
Author:Siahtiri, V (Ms Vida Siahtiri)
Author:Lee, WJ (Mr Thomas Lee)
ID Code:107839
Year Published:2014
Deposited By:Tasmanian School of Business and Economics
Deposited On:2016-03-30
Last Modified:2016-03-30
Downloads:0

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