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Creating superior customer value for B2B firms through supplier firm capabilities
journal contributionposted on 2023-05-17, 15:03 authored by O'Cass, A, Ngo, LV
In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value for customers. Our examination is grounded in seeking to address the research question: To what extent is the creation of superior performance, relationship, and co-creation value driven by market orientation, product innovation and marketing capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability and marketing capability partially mediates the relationship between a firms' market orientation and its ability to create value (performance and co-creation), except for the role of marketing capability which we found acted as a full mediator of the relationship between market orientation and relationship value.
Publication titleIndustrial Marketing Management
PublisherElsevier Science Inc
Place of publication360 Park Ave South, New York, USA, Ny, 10010-1710
Rights statementCopyright 2011 Elsevier Inc.