This project aims at developing a service-centric business model for manufacturing firms geared towards creating a business process and earnings logic geared towards mutual value creation on business markets. The prolific stream of research concerning relationship marketing and customer management has developed an extensive body of knowledge about how to manage services and knowledge based services in customer relationships. Simultaneously, however, it is becoming increasingly apparent that traditional manufacturing firm are facing growing difficulties with competing successfully based on their traditional core competences related to manufacturing of machinery and other physical products. The overall objective of this project is to develop conceptual models of how manufacturing firms may be able to regain a competitive advantage by expanding their knowledge base to include cooperative customer relationships, service-based value-creation and -capture, as well as cooperative behaviors required to exploit the potential inherent in the relationship. This research project addresses four topical questions regarding value-creation and value-capture in supplier-manufacturer relationships: 1) What is the content of a supplier-manufacturer relationship? 2) what characterizes customer´s value-creation and supplier´s value-capture in the relationship? 3)how is value-creation and value-capture facilitated by the relationship? and finally, 4) what core competencies and what knowledge bases are required so that purposeful value-creation and capture can become a reality in relationships with manufacturing firms? For the participating companies, the research project will result in novel busines models, round table discussions and management workshops. For the research concortium, the project will result in a number of doctoral dissertations, conference papers, as well as two books. Members in the research concortium: Marketing/CERS/Hanken, VTT, BIT Research and LTT Research as research asssociate organization. Corporate research members: eight industry fore runner companies. The project is funded by Tekes (Finnish Funding Agency for Technology and Innovation) within the Serve - Innovative Services Technology Programme 2006-2010.
|Effective start/end date||01.01.2005 → 31.12.2006|