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Using blueprinting and benchmarking to identify marketing resources that help co-create customer value

Citation

Ceric, A and D'Alessandro, S and Soutar, G and Johnson, L, Using blueprinting and benchmarking to identify marketing resources that help co-create customer value, The Journal of Business Research, 69, (12) pp. 5653-5661. ISSN 0148-2963 (2016) [Refereed Article]


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Official URL: https://www.sciencedirect.com/science/article/pii/...

DOI: doi:10.1016/j.jbusres.2016.03.073

Abstract

Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.

Item Details

Item Type:Refereed Article
Keywords:resource based theory (RBT), marketing, resources, service, co-creation, service management, service blueprinting, benchmarking, customer value
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-Oriented Product or Service Development
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138327
Year Published:2016
Web of Science® Times Cited:4
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-04-03
Downloads:0

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