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Analyzing Customer-Orientation Practices of Firms from a Wider Perspective
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID-id: 0000-0002-0554-9591
2008 (Engelska)Ingår i: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 15, nr 1, s. 45-72Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

PURPOSE: The purpose of this study is to deepen our understanding of the extent to which a firm's customer orientation practice, and the outcome thereof, is affected by its network of exchange relationships.

METHODOLOGY/APPROACH: Building on a network approach, multiple case studies are used to highlight firms' customer-orientation and the effects thereof.

FINDINGS: Close, regular and extensive interaction and exchanges with customers and third parties have enabled each of the firms in this study to win and retain important customers over the years.

Research Implications/Limitations : Each of the PSFs' (professional services firms) customer orientation, with its concomitant result, has been facilitated by mutual value creation by the sellers and the buyers plus the sellers' exchange relationships with third parties. However, customers' interconnected relationships and a broader quantitative study incorporating several services firms need be explored in further studies.

ORIGINALITY/VALUE/CONTRIBUTION: The study provides insights into how a PSF utilizes its own capabilities and complementary capabilities from third parties to create superior value and satisfaction to customers.

Ort, förlag, år, upplaga, sidor
Binghamton, NY: Haworth Press, 2008. Vol. 15, nr 1, s. 45-72
Nyckelord [en]
Customer-orientation, Network of exchange relationships, PSFs, Third parties
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:hh:diva-1555DOI: 10.1080/15470620801946702ISI: 000256042000003Scopus ID: 2-s2.0-67649922917Lokalt ID: 2082/1935OAI: oai:DiVA.org:hh-1555DiVA, id: diva2:238773
Tillgänglig från: 2008-06-17 Skapad: 2008-06-17 Senast uppdaterad: 2017-12-13Bibliografiskt granskad

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Awuah, Gabriel Baffour

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Awuah, Gabriel Baffour
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Centre for Technology, Innovation and Marketing Management (CTIM2)
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Journal of Business-to-Business Marketing
Ekonomi och näringsliv

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