Collaborative orientation to advance value co-creation in buyer–seller relationships

Samir Gupta, Michael Polonsky, Violet Lazaravic

Research output: Contribution to journalArticleResearchpeer-review

Abstract

This study extends the theory of value co-creation by investigating how collaborative orientation advances value co-creation drivers that benefit both buyers and sellers in competitive markets. With direct field research, conducted in a real-life context, the authors interviewed (using a mirrored, semi-structured protocol) buyer–seller respondents at multiple levels in 1 seller and 10 buyer firms. Ten cases developed from these data reflect how buyers and sellers develop value and share resources to advance value co-creation during a formal buyer–seller relationship effort. Our findings suggest four propositions and identify four drivers that may advance value co-creation in buyer–seller relationships: (a) mutual understanding of industry problems through continuous interactions during the relationship period; (b) ability to develop and leverage knowledge and resources; (c) share asset-specific investments; and (d) shared long-term goals. This article extends previous resource-based models and provides novel insights into value co-creation.

Original languageEnglish
Pages (from-to)191-209
Number of pages19
JournalJournal of Strategic Marketing
Volume27
Issue number3
DOIs
Publication statusPublished - 2019

Keywords

  • asset-specific investments
  • Collaborative orientation
  • interactions
  • value co-creation

Cite this

Gupta, Samir ; Polonsky, Michael ; Lazaravic, Violet. / Collaborative orientation to advance value co-creation in buyer–seller relationships. In: Journal of Strategic Marketing. 2019 ; Vol. 27, No. 3. pp. 191-209.
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Collaborative orientation to advance value co-creation in buyer–seller relationships. / Gupta, Samir; Polonsky, Michael; Lazaravic, Violet.

In: Journal of Strategic Marketing, Vol. 27, No. 3, 2019, p. 191-209.

Research output: Contribution to journalArticleResearchpeer-review

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