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Understanding the spill-over effect of value co-creation in buyer–supplier interactions: a strategic view

journal contribution
posted on 2021-03-11, 00:00 authored by S Gupta, Michael PolonskyMichael Polonsky
Purpose This study aims to explore how the co-created value arising from integrated solutions results in both, intended and spill-over effects. Design/methodology/approach The research uses a qualitative multi-level field study, with data from 12 respondents in 1 supplier firm and 29 respondents from 10 buying firms. Findings The resulting propositions suggest that co-created value developed through exploitative and emerging strategies, each may lead to both higher intended and spill-over effects. However, it appears that exploitative strategies are more effective in returning intended effects, whereas emerging strategies lead to higher spill-over effects. Research limitations/implications The results are exploratory, obtained from a limited number of buyer companies. Concerns of external validity were traded off against opportunities to gain insights into a poorly understood phenomenon. Originality/value The paper contributes to the existing value co-creation literature by offering insights from integrated solutions, associated with the development of buyer and seller relationships. The resulting propositions suggest that co-created value developed through both exploitative and emerging strategies may each lead to both higher intended and spill-over effects. However, it appears that exploitative strategies are more effective in returning intended effects, whereas emerging strategies lead to higher spill-over effects.

History

Journal

Journal of Business and Industrial Marketing

Volume

36

Pagination

535-551

Location

Bingley, Eng.

ISSN

0885-8624

eISSN

2052-1189

Language

English

Publication classification

C1 Refereed article in a scholarly journal, C Journal article

Issue

3

Publisher

EMERALD GROUP PUBLISHING LTD