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Fighting Against the Economic Crisis: Innovation in B-to-B Markets Through Co-creation

In: Entrepreneurship, Innovation and Economic Crisis

Author

Listed:
  • Michael W. Preikschas

    (Teesside University)

  • Pablo Cabanelas

    (Vigo University)

  • Klaus Rüdiger

    (Aalen University School of Management & Business Sciences)

Abstract

The special characteristics of industrial markets favour customer involvement in product development. Besides the influence in the development process, its participation fosters opportunities for managers in terms of innovation, value co-creation and customer retention. Based on the social exchange theory and resource-based view, the present research discusses a theoretical model that can promote dynamic capabilities and increase customer retention through value co-creation. The special characteristics of industrial markets favour customer involvement in product development. Besides the direct influence in the development process, participation increases the opportunities open to managers in terms of value co-creation and customer retention.

Suggested Citation

  • Michael W. Preikschas & Pablo Cabanelas & Klaus Rüdiger, 2014. "Fighting Against the Economic Crisis: Innovation in B-to-B Markets Through Co-creation," Springer Books, in: Klaus Rüdiger & Marta Peris Ortiz & Alicia Blanco González (ed.), Entrepreneurship, Innovation and Economic Crisis, edition 127, chapter 0, pages 31-40, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-02384-7_4
    DOI: 10.1007/978-3-319-02384-7_4
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