Understanding the spill-over effect of value co-creation in buyer–supplier interactions: a strategic view
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 29 September 2020
Issue publication date: 11 March 2021
Abstract
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.
Keywords
Citation
Gupta, S. and Polonsky, M. (2021), "Understanding the spill-over effect of value co-creation in buyer–supplier interactions: a strategic view", Journal of Business & Industrial Marketing, Vol. 36 No. 3, pp. 535-551. https://doi.org/10.1108/JBIM-08-2019-0361
Publisher
:Emerald Publishing Limited
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