eCite Digital Repository

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]


Preview
PDF
Restricted - Request a copy
321Kb
  

Copyright Statement

The definitive version is available at http://www.sciencedirect.com

Official URL: http://www.sciencedirect.com

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
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
Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:68137
Year Published:2009
Web of Science® Times Cited:86
Deposited By:Management
Deposited On:2011-03-09
Last Modified:2012-11-01
Downloads:16 View Download Statistics

Repository Staff Only: item control page