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Value and innovation in customer-centric business-to-business collaboration

In: Innovation in a High Technology B2B Context

Author

Listed:
  • Monika Maria Möhring

    (Technische Hochschule Mittelhessen)

Abstract

As a science marketing has, in the past decades, been shifting the discussion from the phenomenological exchange towards the actual value generated therein. Particularly in the businessto- business domain, modern industries in Western societies often maintain a strong engineering, technological and product focus when introducing the notion of value. In particular the suppliers adhere to a tangible culture of machinery, spare parts, and the accompanying instrumental availability services (Abernathy and Utterback, 1978; Bruhn, 2009). However, given the increased acknowledgement of the customer perspective, these business domains have particularly been challenged to incorporate a parallel client-oriented mindset. These supplying organisations have to master the transition from a pure engineering market to a mixed perception of the industrial vendees' needs (Lindberg and Nordin, 2008). Jointly agreed criteria for success and key performance indicators are now the predominant drivers of such rich industrial customer relationships (Grönroos and Ravald, 2011).

Suggested Citation

  • Monika Maria Möhring, 2014. "Value and innovation in customer-centric business-to-business collaboration," Springer Books, in: Innovation in a High Technology B2B Context, edition 127, chapter 3, pages 41-59, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-05721-3_3
    DOI: 10.1007/978-3-658-05721-3_3
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