Document Server@UHasselt >
Research >
Research publications >

Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/7563

Title: Building competences for new customer value creation: an exploratory study
Authors: Berghman, Liselore
Vandenbempt, Koen
Issue Date: 2006
Citation: Industrial marketing management, 35(8). p. 961-973
Abstract: Recent marketing literature suggests companies to become market driving (proactive business logic, changing the rules of the market) instead of market driven (reactive business logic, customer-led). This transformation implies that companies are able to boost their capacity to create new customer value. Based on survey data of business-to-business markets, we advance a tentative model that links competence development to new customer value creation. Although exploratory in its nature, our study exhibits that companies should build three types of competences: marketing practices for external knowledge absorption, general organizational competences and supply chain/network competences. Using cluster analysis, we are able to further link these competences to the capacity of new value creation. Four clusters are detected with different degrees of expertise in new value creation and each displaying their own profile of competences. Becoming market driving requires an integrated and balanced view on marketing practices. (c) 2006 Elsevier Inc. All rights reserved.
URI: http://hdl.handle.net/1942/7563
DOI: 10.1016/j.indmarman.2006.04.006
ISI #: 000239978600007
ISSN: 0019-8501
Category: A1
Type: Journal Contribution
Appears in Collections: Research publications

Files in This Item:

There are no files associated with this item.

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.