Title
Initiating Value Co-Creation: Dealing with Non-Receptive Customers
Department/School
Marketing
Date of this version
2018
Document Type
Article
DOI
https://doi.org/10.1007/s11747-018-0577-6
Abstract
Scholarly emphasis on the significance of integrating customer and supplier work processes to co-create customer value is increasingly important. While suppliers and customers working closely is imperative for the success of the value co-creation (VCC) process, customers’ reluctance at times to allow suppliers into their environments has not been fully explored. The present study is an expansive qualitative inquiry consisting of 114 in-depth interviews across 57 business-to-business evaluations that aims to understand both the nuanced nature of customer non-receptivity to specific VCC initiatives and those strategies suppliers may adopt to successfully manage it. Findings elicit three potential kinds of customer non-receptivity: apathy, ambivalence, and annoyance. Furthermore, conclusions propose six strategies suppliers may use to manage customer non-receptivity: intrinsic initiative, inspiration and implementation, complexity absorption, value alignment, credibility building, and objective centrality.
Volume
46
Issue
5
Published in
Journal of Academy of Marketing Science
Citation/Other Information
Malshe, A., & Friend, S. B. (2018). Initiating value co-creation: Dealing with non-receptive customers. Journal of the Acadademy of Marketing Science, 46, 895–920 (2018). https://doi.org/10.1007/s11747-018-0577-6