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Creating superior customer value for B2B firms through supplier firm capabilities


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


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

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