Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


How Value Co-Creation Happens in B2B Relationships: Success Patterns and Evidence from Global Firms
(A2021-94749)

Published: May 25, 2021

AUTHORS

Mehak Gandhi, University of St.Gallen; Christoph Senn, University of St.Gallen

ABSTRACT

While collaborative efforts with B2B customers can increase an organization’s global competitiveness and enhance revenue growth, there is a lack of understanding on how the pattern of growth unfolds and how a strategic fit between a firm and its B2B customer can be created. This paper aims to answer this question by hypothesing that there is an S-Curve relationship between the relationship performance of a firm with its B2B customer and the corresponding increase in the share-of-wallet of the customer. Using the data from 100 relationship dyads from nine global firms, we show that a focus on high relationship performance through value co-creation with the customer leads to a corresponding boost in the revenue growth. This paper contributes to the value co-creation research stream by providing empirical evidence of the success factors that are crucial dimensions for a strategic fit with the customer and constitute measurable B2B value co-creation.