فراترکیب عوامل موثر بر انگیزه‌های هم‌آفرینی ارزش در ارتباطات بنگاه با بنگاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجو دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 دانشیار،گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 استادیار، گروه علوم اجتماعی، دانشکده ادبیات و علوم انسانی، دانشگاه شهید بهشتی، تهران، ایران

چکیده

امروزه بنگاه‌ها برای تعامل با محیط رقابتی جدید، دیدگاه خود را از محصول‌محور یا شرکت محور به ارزش‌محور تغییر داده‌اند و در این تغییر دیدگاه هم‌آفرینی ارزش نقش برجسته‌ای پیدا کرده است. با این وجود در محیط فعالیت بنگاه‌ها عواملی وجود دارد که انگیزه‌های بنگاه‌ها برای هم‌آفرینی را تحت تأثیر قرار می‌دهد. پژوهش‌های گسترده و پراکنده‌ای برای بررسی این عوامل انجام شده است که تحلیل و به کارگیری آنها مستلزم یکپارچگی یافته‌ها است. به همین منظور پژوهش حاضر در صدد دستیابی به یک الگوی جامع از عوامل مؤثر بر انگیزه‌های هم‌آفرینی ارزش در رابطه بنگاه با بنگاه است. از آنجایی‌که پژوهش‌های مرتبط با انگیزه هم‌آفرینی بیشتر از نوع پژوهش‌های کیفی است، روش فراترکیب انتخاب و با توجه به جامعیت الگوی هفت مرحله‌ای ساندوسکی و باروسو(2007) از این الگو برای اجرای مراحل پژوهش استفاده شد. فرایند جستجو و انتخاب مقالات مناسب و مرتبط بر مبنای روش ارزیابی حیاتی کسپ تا سال 2020 اجرا و از میان 202 پژوهش‌ در نهایت 34 پژوهش‌ برای تحلیل نهایی انتخاب گردید. مبنای روایی پژوهش حاضر روایی نظریه‌ای است و همچنین برای سنجش پایایی، آزمون کاپای کوهن مورد استفاده قرار گرفت، که مقدار شاخص کاپا(معادل 0.641 با سطح معناداری 01/0p <) نشان‌دهنده توافق نسبتاً خوب بین ارزیاب‌ها بود. یافته‌ها در قالب 94 کد، 18 مضمون‌ پایه و 4 مضمون‌ سازمان‌دهنده استخراج شد. الگوی استخراج شده نشان می‌دهد که 4 مضمون‌ سازمان‌دهنده شامل تأمین‌کننده(ارائه‌دهنده خدمت)، مشتری(با شخصیت حقوقی)، هم‌آفرینان(تأمین‌کننده-مشتری) و بستر هم‌آفرینی می‌تواند بر انگیزه‌های هم‌آفرینی ارزش در رابطه بنگاه با بنگاه تأثیرگذار باشد. هر یک از مضامین سازمان‌دهنده دارای مضامین پایه هستند که عبارتند از: (1) عوامل مرتبط با تأمین‌کننده: مدیریت بازاریابی، توسعه محصول، سازماندهی، فرهنگ سازمانی، ساختار ارتباطی، منابع و نقش‌های سازمانی. (2)عوامل مرتبط با مشتری: ویژگی‌های شخصیتی مدیران ارشد، یادگیری، منابع و نقش مشتری. (3)عوامل مرتبط با هم‌آفرینان(مشارکت کنندگان): ساختار تعاملی، ویژگی‌های رفتاری، ساختار منابع، دانش و ارزش. (4)عوامل مرتبط با بستر هم‌آفرینی: شامل سیستم‌‌های خدماتی و گزاره ارزش. 

کلیدواژه‌ها

عنوان مقاله [English]

The Factors of affecting on Value Co-Creation Motivations in Business to Business Relations

نویسندگان [English]

  • ali asadi 1
  • Shahriar Azizi 2
  • Manijeh ghareche 2
  • Marzieh Ebrahimi 3
چکیده [English]

Today, in order to interact with the new competitive environment, firms have changed their view from product-oriented or company-oriented tovalue-oriented, and in this change of perspective, In order to investigate these factors, extensive and scatteredstudies have been conducted that the analysis and deployment of them requires the integration of the findings. Therefore, the present study seeks to achieve a comprehensive model of factors affecting the motivations of value cocreation in the relationship between the business to business. Since the studies related to co-creation motivation are more than qualitative research, the meta-synthesis method was selected and due to the comprehensiveness of the seven-step model of Sandelowski and Barroso(2007).this model was used to conduct the research stages.The process of searching and selecting appropriate and relevant articles based on the Critical Appraisal Skills Program was performed until 2020, and over 202 studies were reviewed, of which 34 studies were finally selected for analysis.The validity of the present study is theoretical validity and also Kappa Cohen test was used to measure the reliability.Findings were extracted in the form of 94 codes,18 Basic Themes and 4 Organizing Themes. The results showed that the factors affecting the motivations of co-creation are classified into:(1)Factors related to the supplier:marketing management, product development, organization, organizational culture, communication structure, resources and organizational roles. (2)Factors related to the customer: Senior managers' personality traits, learning, resources, and customer role.(3)Factors related to co-creators (participants)interactive structure, behavioral characteristics, resource structure, knowledge and value.(4) Factors related to the co-creation platform:including service systems and value propositions.

کلیدواژه‌ها [English]

  • value
  • co-creation
  • motivation
  • business-to-business Relations
  • meta-synthesis

مراجع

1-Rahnamay Roodposhti, F. (2007). Activity based costing/activity based management, Tehran: Termeh Publications.
2- Caputo, F., Masucci, A., & Napoli, L. (2018). Managing value co-creation in pharmacy. International Journal of Pharmaceutical and Healthcare Marketing. Vol. 12, No. 4, pp. 374-390.
3- Lambert, D. M. (2008). Supply chain management: processes, partnerships, performance. California:Supply Chain Management Inst.
4- Seyed Javadin, S. R., Arablavi Moghaddam, S. (2015). Fundamental issues in marketing. Tehran: Negah Danesh.
5- Skålén, P., Gummerus, J., Von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: a service-dominant logic study. Journal of the Academy of Marketing Science, Vol. 43, No. 2, pp. 137-158.
6- Martínez-Cañas, R., Ruiz-Palomino, P., Linuesa-Langreo, J., & Blázquez-Resino, J. J. (2016). Consumer participation in co-creation: an enlightening model of causes and effects based on ethical values and transcendent motives. Frontiers in psychology, Vol. 7, P. 793.
7- Zhang, X., & Chen, R. (2008). Examining the mechanism of the value co-creation with customers. International Journal of Production Economics, Vol. 116, No. 2, PP. 242-250.
8- Venkatesan, R. (2017), “Executing on a customer engagement strategy”, Journal of the Academy of Marketing Science, Vol. 45, No. 3, PP. 289-293.
9- Lusch, R. F., Vargo, S. L., & O’brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of retailing, Vol. 83, No. 1, PP. 5-18.
10- Akolk, N., Huang, Y., & Perrone, V. (2016). A holistic study of the factors influencing the co-creation process in the B2B market from two perspectives[dissertation],Lund University.
11- Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, Vol. 36, No. 1, PP. 83–96.
12- Lin, C. C., Huang, Y. S., & Hsu, W. C. (2010, July). Involving customers in NPD process: A comparison of two telecommunication companies in Taiwan. In Picmet 2010 Technology Management for Global Economic Growth (pp. 1-7). IEEE.
13- Xu, H. (2018). Two Essays on Value Co-Creation,Doctor of Philosophy (PhD) [dissertation],Old Dominion University.
14- Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, Vol. 68, No 1, PP. 1-17.
15- Enz, M. G. (2009). Co-creation of value: Managing cross-functional interactions in buyer-supplier relationships [Doctoral dissertation],The Ohio State University.
16- Ballantyne D. and Varey R.J. (2008), The service-dominant logic and the future of marketing, Journal of the Academy of  Marketing Science,Vol. 36, No. 1, PP. 11-14.
17- Tommasetti, A., Troisi, O., & Vesci, M. (2017). Measuring customer value co-creation behavior. Journal of Service Theory and Practice. Vol. 27 No. 5, PP. 930-950.
18- Saarijärvi, H., Kannan, P. K., & Kuusela, H. (2013). Value co‐creation: theoretical approaches and practical implications. European business review. Vol. 25, No. 1, PP. 6-19.
19- Morina, A., & Dapseviciute, A. (2015). Value Co-Creation in a Manufacturing B2B Context: A Case Study based on the Supplier’s Perspective[dissertation],Karlstad University.
20- Valjakka, T., Kansola, M., Hakanen, T., & Valkokari, K. (2013). Antecedents of value co-creation in b2b networks. In The Philosopher's Stone for Sustainability. Springer, Berlin, Heidelberg .PP. 173-177
21- Malshe, A., & Friend, S. B. (2018). Initiating value co-creation: Dealing with non-receptive customers. Journal of the Academy of Marketing Science, Vol. 46, No. 5, PP. 895-920.
22- Lacoste, S. (2016). Sustainable value co-creation in business networks. Industrial Marketing Management, Vol. 52, PP. 151-162.
23- Pathak, B., Ashok, M., & Tan, Y. L. (2020). Value co-destruction: Exploring the role of actors’ opportunism in the B2B context. International Journal of Information Management, Vol. 52, P. 102093.
24- Järvi, H., Kähkönen, A. K., & Torvinen, H. (2018). When value co-creation fails: Reasons that lead to value co-destruction. Scandinavian Journal of Management, Vol. 34, No. 1, PP. 63-77.
25- Sandelowski , M. & Barroso, J., (2007). Handbook for Synthesizing Qualitative Research. New York: Springer.
26- Aarikka-Stenroos, L., & Jaakkola, E. (2012). Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process. Industrial Marketing Management, Vol. 41,No. 1, PP. 15-26.
27- Zadeh, A. H., Zolfagharian, M., & Hofacker, C. F. (2019). Customer–customer value co-creation in social media: conceptualization and antecedents. Journal of Strategic Marketing, Vol. 27, No. 4, PP. 283-302.
28- Leclercq, T., Hammedi, W., & Poncin, I. (2016). Ten years of value cocreation: An integrative review. Recherche et Applications en Marketing (English Edition), Vol. 31, No. 3, PP. 26-60.
29- Lusch, R. F., & Vargo, S. L. (2011). Service‐dominant logic: a necessary step. European Journal of Marketing. Vol. 45 No. 7/8, pp. 1298-1309.
30- Mandrella, M., Trang, S., & Kolbe, L. M. (2020). Synthesizing and Integrating Research on IT-Based Value Cocreation: A Meta-Analysis. Journal of the Association for Information Systems, Vol. 21, No. 2, P. 4.
31- Grönroos, C. (2008, December). Adopting a service business logic in relational business-to-business marketing: value creation, interaction and joint value co-creation. In Otago forum, Vol. 2, No. 9, PP. 269-287.
32- Ramaswamy, V., & Gouillart, F. J. (2010). The power of co-creation: Build it with them to boost growth, productivity, and profits. Simon and Schuster.
33- Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, Vol. 78, P. 102742.
34-Vargo S.L. and Lusch R.F. (2008 ), Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, Vol. 36, No. 1, PP. 1-10
35- Spohrer, J., Vargo, S. L., Caswell, N., & Maglio, P. P. (2008, January). The service system is the basic abstraction of service science. In Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008) (pp. 104-104). IEEE.
36- Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, Vol. 11, No. 3, PP. 279–301.
37- Gummesson, E. (2008). Extending the service-dominant logic: from customer centricity to balanced centricity. Journal of the Academy of Marketing science, Vol. 36. No. 1, PP. 15-17.
38- Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the academy of marketing science, Vol. 39, No. 2, PP. 327-339.
39- O’Hern, M. S., & Rindfleisch, A. (2010). Customer co-creation: a typology and research agenda. Review of marketing research, Vol. 6, No 1, PP. 84-106.
40- Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, Vol. 67, No. 1, PP. 14-28.
41- Prahalad. C. K. and Ramaswamy. V. (2004), Co-creating unique value with customers, Strategy and Leadership, Vol. 32, No. 3, PP. 4-9.
42- Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European management journal, Vol. 26, No. 3, PP. 145-152.
43- Cropanzano, R. & Mitchell, M.S.,(2005). Social Exchange Theory: An Interdisciplinary Review. Journal of Management, Vol. 31, No. 6, PP.874–900.
44- Calhoun, C.J., Gerteis, J. & Moody, J. (2007). Contemporary sociological theory, Wiley-Blackwell.
45- Noralizadeh, H., & Mirzaei Pari, Y.(2011). Institutional Analysis of Life Insurance Contract: Using Property Rights Theory, Transaction Cost Theory and Brokerage Theory, 18th National and 4th International Conference on Insurance and Development,Insurance Management Effectiveness: challenges and strategies,Niroo Research Institute,Nov. 29, 2011.
46- Ebrahimi salari, T., & salehnia, N.,(2014).Income on the exchange cost of the economy (Emphasizing the principles of contract in Islam,1st International Conference on Economics, Management, Accounting and Social Sciences,Rash, Iran, (June,2014).
47- Kohtamäki, M., & Rajala, R. (2016). Theory and practice of value co-creation in B2B systems, Vol. 56, PP.4-13.
48- Ghadimi, A., Zanganeh Nezhad, N., & Amirkabiri, A. (2014). Resource Dependency Theory: Concepts, Frameworks, and Functions,  1st  National Conference on Management Ocean,Iran New Education Development Center, Shiraz, Iran,(Feb,2014).
49- Athaide, G. A., & Zhang, J. Q. (2011). The determinants of seller‐buyer interactions during new product development in technology‐based industrial markets. Journal of Product Innovation Management, Vol.28, No 1, PP. 146-158
50- Pfeffer, J., & Salancik, G. R. (2003). The external control of organizations: A resource dependence perspective. Stanford University Press.
51- Aminoff, A., & Tanskanen, K. (2013). Exploration of congruence in perceptions of buyer–supplier attraction: A dyadic multiple case study. Journal of Purchasing and Supply Management, Vol. 19, No. 3, PP. 165-184.‏
52- Tanskanen, K. (2015). Who wins in a complex buyer-supplier relationship? A social exchange theory based dyadic study. International Journal of Operations & Production Management, Vol. 35, No. 4, PP. 577-603.
53- Zhang, J., Jiang Y. Shabbir, R. and Mingfei D. (2015), “Building industrial brand equity by leveraging firm capabilities and co-creating value with customers”, Industrial Marketing Management, Vol. 51, PP.47-58
54- Sohrabi, B., Azami, A., & Yazdani, H. (2011). Pathology of research conducted in the field of Islamic management with a meta-synthesis approach. Journal of Public Management Perspectives, Vol. 2, No. 6, PP. 9-24.
55- Zimmer, L. (2006). Qualitative meta‐synthesis: a question of dialoguing with texts. Journal of advanced nursing, Vol. 53, No. 3, PP. 311-318.
56- Sedaghatparast, E. (2019), "A meta-synthesis approach to specify components of future banking", Foresight, Vol. 21 No. 4, pp. 482-496.
57- Nazari, M., & Dastar, H. (2018). Identification of Factors Affecting Overall Store Price Image (OSPI): A Meta Synthesis Approach. Journal of New Marketing Research, Vol. 8, No. 1, PP. 1-20.
58- Hatami, S., Seyed Naghavi, M.A., Alvani, S.M., Hoseinpour, D. (2019). Human Resource Management Social Responsibilities:A Meta Synthesis Approach. Journal of Public Administration Perspective,Vol. 10, No. 3, PP. 45-65.
59- Mousavi, S. N., Nazarpour, A. H., Saedi, A., & Shariatnejad. A.,(2015). Investigating the effect of behavior and value creation Customer on providing innovative services in Organization; Explain the role of citizenship behavior and Participatory behavior , Journal of Business Strategies Shahed University Twenty-Second Year, Vol. 12, No.5, PP. 15-28.
60- Amirosadat, H. S. N., Shafiee, M., HAJIPOUR, B., & SOLTANI, M. (2019). Identifying and Modeling Consumer Motivations for Participation in the Value Co-Creation in Beverage Industry (Zamzam Iran Co.). New Marketing Research Journal, Vol. 9, No.2, PP. 21-44.‏
61- Hosseini Nia, G. H., Yaghoubi, A., & Roosta, P. (2016). Investigating the role of joint value creation in the development of new products in dairy companies in Fars province. Business Reviews, Vol. 14, No. 79, PP. 66-80.
62- Hashemi, S. R., & Tavakoli, G. (2013).Cocreation paradigm in complex, high-tech complex industries: An opportunity to cocreate value (with an emphasis on the defense industry),Journal of Management Improvement, Vol. 7, No. 4, PP. 83-121.
63- Rahman Seresht, H., Khashei Vernamkhasti, V., Ebrahimi, M., & Rahimian, M. (2018). Strategic value cocreation model in Iranian banking industry Value creation in a new paradigm. Public Management Research, Vol. 11, No. 40, PP. 27-52.
64- Rahman Seresht, H., &  Rahimian, M., (2019). Co-creation model of strategic value in the Iranian banking industry. Journal of Business Strategies, Vol. 16, No. 13, PP.199-215.
65- Powell, J. H., & Swart, J. (2010). Mapping the values in B2B relationships: A systemic, knowledge-based perspective. Industrial Marketing Management, Vol.39, No. 3, PP. 437-449.
66- Karri Korhonen,.(2012).Value co-creation approach in B2B-service.[dissertation],Laurea University of Applied Sciences Leppävaara.
67- Kaaronen, O., 2014. Exploring the Elements for Value Co Creation in Consumer Information Systems in B2b Context: A Case Study on the Business Event Industry.[ Master dissertation],. University of Jyväskylä.
68- Komulainen, H. (2014). The role of learning in value co-creation in new technological B2B services. Journal of Business & Industrial Marketing, Vol. 29 No. 3, PP. 238-252.
69- Murthy, C., Padhi, S. S., Gupta, N., & Kapil, K. (2016). An empirical investigation of the antecedents of value co-creation in B2B IT services outsourcing. Business Process Management Journal. Vol. 22 No. 3, PP. 484-506.
70- Ehret, M., & Wirtz, J. (2018). Ownership of Co-creation Assets: Driving B2B Value Propositions in the Service Economy. Journal of Creating Value, Vol. 4, No. 1, PP. 42-60.
71- Hein, A., Weking, J., Schreieck, M., Wiesche, M., Böhm, M., & Krcmar, H. (2019). Value co-creation practices in business-to-business platform ecosystems. Electronic Markets, Vol. 29, No. 3, PP. 503-518.
72- Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets. Journal of Marketing Management, Vol. 36, No 1-2, PP. 72-99.
73- Finfgeld‐Connett D. (2006) "Meta‐synthesis of presence in nursing", Journal of Advanced Nursing, Vol. 55, No. 6, PP. 708-714.
74- Voorberg, W. H., Bekkers, V. J., & Tummers, L. G. (2015). A systematic review of co-creation and co-production: Embarking on the social innovation journey. Public Management Review, Vol. 17, No. 9, PP. 1333-1357.
75- Palma, F. C., Trimi, S., & Hong, S. G. (2019). Motivation triggers for customer participation in value co-creation. Service Business,Vol. 13, No. 3, PP. 557-580.
76- Marcos-Cuevas, J., Nätti, S., Palo, T., & Baumann, J. (2016). Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems. Industrial marketing management, Vol. 56, PP.  97-107.
77-Preikschas, M. W., Cabanelas, P., Rüdiger, K., & Lampón, J. F. (2017). Value co-creation, dynamic capabilities and customer retention in industrial markets. Journal of Business & Industrial Marketing. Vol. 32 No. 3, PP. 409-420.
78- Alves, H., Fernandes, C., & Raposo, M. (2016). Value co-creation: Concept and contexts of application and study. Journal of Business Research, Vol. 69, No. 5, PP 1626-1633.
79- Marco-Stefan Kleber, D., & Volkova, T. (2017). Value Co-Creation Drivers and Components in Dynamic Markets. Marketing and Branding Research, Vol. 4, No. 3, PP. 249-263.
80- Gummesson, E., Mele, C., Polese, F., Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: a systematic literature review. Managing service quality. Vol. 24 No. 6, PP. 643-683.
81- Hakanen, T., & Jaakkola, E. (2012). Co-creating customer-focused solutions within business networks: A service perspective. Journal of Service Management, Vol. 23, No. 4, PP. 593–611
82- Abbate, T., Codini, A. P., & Aquilani, B. (2019). Knowledge co-creation in Open Innovation Digital Platforms: processes, tools and services. Journal of Business & Industrial Marketing. Vol. 34 No. 7, PP. 1434-1447.
83- Enz, M. G., & Lambert, D. M. (2012). Using cross-functional, cross-firm teams to co-create value: The role of financial measures. Industrial Marketing Management, Vol. 41, No. 3, PP. 495–507.
84- Skaržauskaitė, M. (2013). Measuring and managing value co-creation process: overview of existing theoretical models. Socialinės Technologijos, Vol. 3, No. 01, PP. 115-129.
85- Lee, S. M., Olson, D. L., & Trimi, S. (2012). Co‐innovation: convergenomics, collaboration, and co‐creation for organizational values. Management decision. Vol. 50, No. 5, PP. 817-831.
86-Lambert, D. M., & Enz, M. G. (2012). Managing and measuring value co-creation in business-to-business relationships. Journal of Marketing Management, Vol. 28, No. (13-14), PP. 1588-1625.
87- Fleiss, J. L. (2011). Design and analysis of clinical experiments, John Wiley & Sons, Vol. 73.
88- Witell, L., Kristensson, P., Gustafsson, A., & Löfgren, M. (2011). Idea generation: customer co‐creation versus traditional market research techniques. Journal of Service Management, Vol. 22 No. 2, pp. 140-159.
نشریه علمی راهبردهای بازرگانی
دوره 17، شماره 15
شهریور 1399
صفحه 19-41

فایل ها

هم رسانی

ارجاع به این مقاله

آمار