TY - JOUR
T1 - Using blueprinting and benchmarking to identify marketing resources that help co-create customer value
AU - Ceric, A.
AU - D'Alessandro, S.
AU - Soutar, Geoff
AU - Johnson, L.
PY - 2016
Y1 - 2016
N2 - © 2016 Elsevier Inc.Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.
AB - © 2016 Elsevier Inc.Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.
U2 - 10.1016/j.jbusres.2016.03.073
DO - 10.1016/j.jbusres.2016.03.073
M3 - Article
VL - 69
SP - 5653
EP - 5661
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 12
ER -