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Creating value offering via operant resource-based capabilities
Citation
Ngo, L and O'Cass, AG, Creating value offering via operant resource-based capabilities, Industrial Marketing Management, 38, (1) pp. 45-59. ISSN 0019-8501 (2009) [Refereed Article]
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DOI: doi:10.1016/j.indmarman.2007.11.002
Abstract
There is growing recognition that leveraging firm resources appears to be an essential precondition for securing a competitive position in the marketplace and also for creating value for the customer. In moving forward within the new dominant logic as espoused by Vargo and Lusch, with its focus on operant resources, this research empirically examines the role of operant resource-based capabilities as antecedents to a firm's value offering. The findings show that firms seeking to create a superior value offering for customers should invest in and nurture operant resources-based capabilities. The heterogeneity of operant resource-based capabilities helps explain value offering differentials in which firms that emphasize strongly innovation-based capability as a dominant operant resource-based capability appear to create a superior value offering compared to those emphasizing marketing-based capability, while firms that focus strongly on production-based capability create little for the customer in value offering.
Item Details
Item Type: | Refereed Article |
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Keywords: | behavioural orientations, operant resource-based capabilities, value offering |
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) |
ID Code: | 68137 |
Year Published: | 2009 |
Web of Science® Times Cited: | 143 |
Deposited By: | Management |
Deposited On: | 2011-03-09 |
Last Modified: | 2012-11-01 |
Downloads: | 16 View Download Statistics |
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