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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 firms’ 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 firm’s 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 |
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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 |
UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
UTAS Author: | Siahtiri, V (Ms Vida Siahtiri) |
UTAS Author: | Lee, WJ (Dr Thomas Lee) |
ID Code: | 107839 |
Year Published: | 2014 |
Deposited By: | TSBE |
Deposited On: | 2016-03-30 |
Last Modified: | 2016-03-30 |
Downloads: | 0 |
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