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Creating superior customer value for B2B firms through supplier firm capabilities
Citation
O'Cass, A and Ngo, LV, Creating superior customer value for B2B firms through supplier firm capabilities, Industrial Marketing Management, 41, (1) pp. 125-135. ISSN 0019-8501 (2012) [Refereed Article]
Copyright Statement
Copyright 2011 Elsevier Inc.
DOI: doi:10.1016/j.indmarman.2011.11.018
Abstract
In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to
providing supplier firms' positional advantage through the ability to create value for customers. Our examination
is grounded in seeking to address the research question: To what extent is the creation of superior
performance, relationship, and co-creation value driven by market orientation, product innovation and marketing
capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability
and marketing capability partially mediates the relationship between a firms' market orientation and
its ability to create value (performance and co-creation), except for the role of marketing capability which we
found acted as a full mediator of the relationship between market orientation and relationship value.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | innovation, marketing, positional advantage, customer value, capabilities |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing theory |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | O'Cass, A (Professor Aron O'Cass) |
| ID Code: | 81581 |
| Year Published: | 2012 |
| Web of Science® Times Cited: | 112 |
| Deposited By: | Management |
| Deposited On: | 2012-12-14 |
| Last Modified: | 2018-03-16 |
| Downloads: | 0 |
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