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Examining the Firm's Value Creation Process: A Managerial Perspective of the Firm's Value Offering Strategy and Performance
Author(s) -
O'Cass Aron,
Ngo Liem Viet
Publication year - 2011
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.2010.00694.x
Subject(s) - value (mathematics) , business value , conceptualization , premise , marketing , perspective (graphical) , business , customer value , value capture , enterprise value , value proposition , industrial organization , process (computing) , value creation , microeconomics , economics , computer science , profit (economics) , accounting , operating system , linguistics , philosophy , machine learning , artificial intelligence
The primary pursuit of any business is to understand what customers value and to create that value for them. While customers are the final arbiter of value, it is the firm's role to explore, interpret and deliver value based on what they believe customers are seeking. Based on this premise we adopt the firm's perspective on value creation to extend both Bowman and Ambrosini's theoretical framework and the work of DeSarbo, Jedidi and Sinha and focus on two issues. The first is the strategic emphasis firms place on the design and delivery of their value offering. The second is the extent the firm's value offering explains performance differentials at the customer‐centric performance level. We present a conceptual model of how firms gain positional advantage via their value offering and the realized outcomes they achieve. We present two approaches to modelling the firm's value offering (type II and type IV models) and articulate the theoretical underpinnings and results for these models. Our results validate the conceptualization of the firm's value offering and suggest that creating superior value offerings enables firms to achieve superiority in customer‐centric performance.