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
MATTHYSSENS, Paul 
Vandenbempt, Koen
Issue Date: 2006
Publisher: ELSEVIER SCIENCE INC
Source: 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.
Keywords: value creation; marketing competences; market driving; market orientation; value innovation
Document URI: http://hdl.handle.net/1942/7563
ISSN: 0019-8501
e-ISSN: 1873-2062
DOI: 10.1016/j.indmarman.2006.04.006
ISI #: 000239978600007
Category: A1
Type: Journal Contribution
Appears in Collections:Research publications

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