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 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


Exploring Customer Journeys in B2B: Proactively Managing Value Creation
(A2022-107526)

Published: May 24, 2022

AUTHORS

Harald Brege, Department of Management and Engineering, Linköping University; Lisa Lundin, Linköping University; Daniel Kindström, Department of Management and Engineering, Linköping University

ABSTRACT

Customer journeys provide the tools for firms to proactively manage the experiences of their customers as they engage with each other, thus enabling the firms to also manage the creation of customer value. However, there is a lack of research studying the effective use of customer journeys in the complex B2B context. This study will explore how firms can use customer journeys to proactively manage the creation of customer vale. It will identify the most critical touchpoints and interactions of a B2B customer journey and how they shape and guide the experience, allowing firms to develop journeys that drive customers towards favorable outcomes. This will result in a framework that enables an increased understanding of how firms can proactively manage customer value creation through customer journeys and what factors contribute to success for such proactive market strategies. The study will use an exploratory qualitative multiple-case study of large Swedish industrial firms.