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Capturing value creation in business relationships: A customer perspective

Author

Listed:
  • Wolfgang Ulaga

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris, Department of Marketing, Mendoza College of Business, University of Notre Dame - UND - University of Notre Dame [Indiana])

Abstract

Collaborative relationships in business markets are of growing importance to customers and suppliers alike. Customers need to decide whether to invest in a new supplier relationship, to maintain and develop a valued relationship, or to divest from a low-value relationship. Suppliers, in turn, face growing commoditization of products and seek to differentiate themselves through relationships. The measurement of value creation in buyer–seller relationships is still in its infancy, and a sound understanding of how firms create and deliver value in business relationships is needed. Emerging studies investigate relationship value based on dimensions derived from theory and lack a managerial perspective. Therefore, the present research explored relationship value from a grounded theory perspective. In-depth interviews with purchasing managers identified eight value drivers in manufacturer–supplier relationships. Implications for the measurement of the concept are discussed, and directions for further research are suggested.

Suggested Citation

  • Wolfgang Ulaga, 2003. "Capturing value creation in business relationships: A customer perspective," Post-Print hal-00484963, HAL.
    • Handle: RePEc:hal:journl:hal-00484963
    DOI: 10.1016/j.indmarman.2003.06.008
    as

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