Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 94-106 |
| Number of pages | 13 |
| Journal | Journal of Forest Economics |
| Volume | 29 |
| Issue number | Part B |
| DOIs | |
| Publication status | Published - 2017 |
| MoE publication type | A1 Journal article-refereed |
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Keywords
- customer orientation
- sawmill industry
- wood products industry
- Wood products industry
- value creation
- customer value
Cite this
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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 journal › Article › Scientific › peer-review
TY - JOUR
T1 - Customer value creation in B2B relationships
T2 - Sawn timber value chain perspective
AU - Makkonen, Marika
AU - Sundqvist-Andberg, Henna
N1 - Project code: 102582
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - customer orientation
KW - sawmill industry
KW - wood products industry
KW - Wood products industry
KW - value creation
KW - customer value
UR - http://www.scopus.com/inward/record.url?scp=85042176788&partnerID=8YFLogxK
U2 - 10.1016/j.jfe.2017.08.007
DO - 10.1016/j.jfe.2017.08.007
M3 - Article
VL - 29
SP - 94
EP - 106
JO - Journal of Forest Economics
JF - Journal of Forest Economics
SN - 1104-6899
IS - Part B
ER -