Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/7112
Title: Value innovation in business markets: breaking in the industry recipe
Authors: MATTHYSSENS, Paul 
Vandenbempt, Koen
Berghman, Liselore
Issue Date: 2006
Publisher: Elsevier Inc.
Source: Industrial marketing management, 35(6). p. 751-761
Abstract: The industrial marketing as well as the strategic management literature stresses the importance of “value innovation” in order to create/sustain competitive advantage and to rejuvenate the organization. In the first part of this article the construct of value innovation is operationalized within the context of selected business-to-business markets. We report the results of an ongoing research project; starting from traditional ways of value creation, the study reveals different types of value innovation initiatives undertaken by industry participants. We observe, however, that networks, firms and managers are embedded in industry recipes. These recipes block the creation and realization of value innovation. Some firms are trying to break out of existing frames and their experiences pinpoint to specific ways of markets sensing, strategic marketing and different marketing-mix tools. As such, the research frames value innovation initiatives in the existing industry contexts and managerial frames, and identifies drivers, barriers and perceived success factors for the process of value innovation. The second part of the article then looks at the stages of value innovation and their impact on marketing, organizations and networks. Based on the data analysis, the paper posits propositions which stress the concept of “multilevel absorptive capacity”.
Keywords: Value innovation; Multilevel absorptive capacity; Industry recipe
Document URI: http://hdl.handle.net/1942/7112
DOI: 10.1016/j.indmarman.2005.05.013
Category: A2
Type: Journal Contribution
Appears in Collections:Research publications

Show full item record

SCOPUSTM   
Citations

104
checked on Sep 3, 2020

WEB OF SCIENCETM
Citations

100
checked on May 14, 2022

Page view(s)

54
checked on May 20, 2022

Google ScholarTM

Check

Altmetric


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