Customer value creation in B2B relationships

Sawn timber value chain perspective

Marika Makkonen, Henna Sundqvist-Andberg

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The ability to facilitate superior customer value creation is critical for firms' long-term success. The topic has been studied extensively in marketing literature, but less consideration has been given to customer orientation and customer value creation in the forestry context. Through 18 qualitative interviews with suppliers and customers in the Finnish sawn timber value chain, sawmills' customer orientation was analyzed. We find that the concept of customer orientation was realized rather narrowly at sawmills and customer orientation appeared as random actions instead of a systematic part of firms' organization culture. Customers' needs are more manifold and extend beyond product characteristics and process efficiency. The main challenge hindering the renewal of product-oriented business models toward service logic and customer orientation seems to be in attitudes and traditions.
Original languageEnglish
Pages (from-to)94-106
Number of pages13
JournalJournal of Forest Economics
Volume29
Issue numberPart B
DOIs
Publication statusPublished - 2017
MoE publication typeA1 Journal article-refereed

Fingerprint

customer ties
value chain
supply chain
timber
customer
firm
sawmills
qualitative interview
forestry
supplier
marketing
organization
efficiency
ability
interviews

Keywords

  • customer orientation
  • sawmill industry
  • wood products industry
  • Wood products industry
  • value creation
  • customer value

Cite this

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title = "Customer value creation in B2B relationships: Sawn timber value chain perspective",
abstract = "The ability to facilitate superior customer value creation is critical for firms' long-term success. The topic has been studied extensively in marketing literature, but less consideration has been given to customer orientation and customer value creation in the forestry context. Through 18 qualitative interviews with suppliers and customers in the Finnish sawn timber value chain, sawmills' customer orientation was analyzed. We find that the concept of customer orientation was realized rather narrowly at sawmills and customer orientation appeared as random actions instead of a systematic part of firms' organization culture. Customers' needs are more manifold and extend beyond product characteristics and process efficiency. The main challenge hindering the renewal of product-oriented business models toward service logic and customer orientation seems to be in attitudes and traditions.",
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Customer value creation in B2B relationships : Sawn timber value chain perspective. / Makkonen, Marika; Sundqvist-Andberg, Henna.

In: Journal of Forest Economics, Vol. 29, No. Part B, 2017, p. 94-106.

Research output: Contribution to journalArticleScientificpeer-review

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