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Author Sellman, Collin
Title Knowledge Sharing Processes in Business-to-Business Solution Co-Creation
book jacket
Descript 176 p
Note Source: Dissertation Abstracts International, Volume: 72-07, Section: A, page:
Adviser: Michael Hutt
Thesis (Ph.D.)--Arizona State University, 2011
The marketing and development of solutions has become an increasingly important concept in both marketing practice and theory. Recent conceptual work has defined solutions as sets of products and services that allow customers to achieve customized outcomes. Although the definition of a solution is becoming clearer, the process through which solution value is generated is still opaque
The purpose of this study was to add clarity to both marketing theory and practice by examining the solution value co-creation process in depth. Service-dominant logic, the relational view, service value co-creation, and theories of organizational learning and knowledge were the basis for this examination. Social capital was also examined to determine how these important relational concepts are involved in solution development
The study was conducted in four separate phases using a multi-method approach of quantitative surveys, qualitative surveys, and depth interviews. A large, multinational educational firm provided the context for the study which included access to their solution sales force and customer base. Quantitative data was collected from 97 key informants across 182 different customer opportunities for both new and existing solution engagements. Qualitative data was also collected from 71 respondents to provide a mixed-method triangulation of how solution value is created. Overall, the study provided strong support to the idea that knowledge sharing between solution providers and their customers plays a pivotal role in the co-creation of solution value
School code: 0010
Host Item Dissertation Abstracts International 72-07A
Subject Business Administration, Marketing
Alt Author Arizona State University. Business Administration
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