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Using blueprinting and benchmarking to identify marketing resources that help co-create customer value


  • Ceric, Arnela
  • D'Alessandro, Steven
  • Soutar, Geoff
  • Johnson, Lester


Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.

Suggested Citation

  • Ceric, Arnela & D'Alessandro, Steven & Soutar, Geoff & Johnson, Lester, 2016. "Using blueprinting and benchmarking to identify marketing resources that help co-create customer value," Journal of Business Research, Elsevier, vol. 69(12), pages 5653-5661.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5653-5661
    DOI: 10.1016/j.jbusres.2016.03.073

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    References listed on IDEAS

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    1. Sorensen, Anne, 2021. "Facilitating value: How organizations deploy resources in social media-based brand communities," Journal of Business Research, Elsevier, vol. 136(C), pages 678-694.
    2. Saúl Rick Fernández Hurtado & Diego Castillo Triana & Luz Ángela Martínez Martínez, 2018. "Clúster virtual: nueva alternativa a la competitividad eficaz en las empresas," REVISTA TENDENCIAS, Universidad de Narino, vol. 19(1), pages 164-186, July.

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