Managing value-based exchange in industrial markets: An organizational capability perspective

Pekka Töytäri

Managing value-based exchange in industrial markets: An organizational capability perspective

Julkaisun otsikon käännös: Arvoperustainen vaihdanta teollisuudessa: kyvykkyysteoreettinen tarkastelu

Pekka Töytäri

Tuotantotalouden laitos

Tutkimustuotos: Doctoral Thesis › Collection of Articles

Abstrakti

Kyky arvonluontiin on yritysten liikesuhteiden sekä kestävän menestyksen perusta. Arvoon perustuva vaihdanta yleistyy nopeasti palveluintensiivisessä teollisuudessa. Arvonluontiin perustuva liiketoiminta saattaa johtaa merkittäviin muutoksiin yritysten suhteissa ja yritysten muodostamissa verkostoissa. Teollisuusyritysten nykyisten tarjoomien hyödykkeistyminen ja kilpailukyvyn heikkeneminen pakottavat yritykset uudistamaan tarjoomiaan ja liiketoimintamallejaan, tavoitteena korkeampi arvonluonti ja parantunut kannattavuus. Arvonluontiin keskittyvät liiketoimintamallit edellyttävät aloitteellisia asiakassuhteita, sekä uskottavaa ja konkreettista näyttöä uusien tarjoomien asiakkaille tuottamasta hyödystä. Aloitteellisen arvon tunnistamisen ja kommunikoinnin tavoitteena on synnyttää muutoshalukkuutta, sekä ymmärtää ja vaikuttaa asiakkaiden arvonäkemyksiin ja -kokemuksiin. Menestyksekäs arvoperustaisen strategian toteutus edellyttää uusien, vaikeasti hankittavien kyvykkyyksien ja prosessien kehittämistä. Nykyinen tutkimustieto on kuitenkin riittämätön näiden kriittisten kyvykkyyksien kehittämisessä. Erityisesti kannattavien asiakkuuksien tunnistamista, sekä asiakassuhteen rakentamista molemminpuolisen arvon perustalle myynnin ja hinnoittelun keinoin ei ole aikaisemmin juurikaan tutkittu. Tämä väitöskirja tutkii teollisten yritysten muutosta kohti arvoperustaisia liikesuhteita. Tutkimus tarkastelee muutosta kriittisen realismin näkökulmasta, ja soveltaa useimmissa tutkimuksissa abduktiivista tutkimusotetta. Väitöskirja tuottaa uutta tietoa teollisen myyntijohtamisen oleellisista uusista kyvykkyyksistä ja prosesseista arvoperustaisen strategian toteutuksen osana. Väitöskirja tarjoaa uuden asiakasarvon määritelmän sekä useita viitekehyksiä tukemaan arvoperustaisen myynnin, hinnoittelun ja myyntimahdollisuuksien johtamisen suunnittelua ja toteutusta. Väitöskirjan tuloksilla on merkittäviä vaikutuksia myynnin johtamisen tutkimukselle ja käytännön toteutukselle. Arvoperustaisen vaihdannan paremmalla ymmärryksellä ja omaksumisella on vaikutuksia yritysverkostojen sisäisiin rooleihin, vastuisiin, organisaatiorakenteisiin ja liiketoimintamalleihin yritysten kehittäessä toimintaansa kohti korkeampaa arvonluontia.

Julkaisun otsikon käännös	Arvoperustainen vaihdanta teollisuudessa: kyvykkyysteoreettinen tarkastelu
Alkuperäiskieli	Englanti
Pätevyys	Tohtorintutkinto
Myöntävä instituutio	Aalto-yliopisto
Valvoja/neuvonantaja	Rajala, Risto, Vastuuprofessori Holmström, Jan, Ohjaaja Parvinen, Petri, Ohjaaja
Kustantaja	Aalto University
Painoksen ISBN	978-952-60-6185-6
Sähköinen ISBN	978-952-60-6186-3
Tila	Julkaistu - 2015
OKM-julkaisutyyppi	G5 Artikkeliväitöskirja

Tutkimusalat

asiakasarvo
arvoperustainen myynti
arvoperustainen hinnoittelu
asiakassuhteiden arvon validointi

Pääsy asiakirjaan

http://urn.fi/URN:ISBN:978-952-60-6186-3Lisenssi: Määrittelemätön

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@phdthesis{e1d884b122e5484c88327f056898e36e,

title = "Managing value-based exchange in industrial markets: An organizational capability perspective",

abstract = "A capability to create value is the foundation of business relationships, and a pre-requisite for sustainable business performance. The value-based approach to industrial exchange is rapidly gaining ground in service-intensive industries. It has the potential to fundamentally transform exchange relationships and strategic networks. Commoditization of offerings urges industrial companies to renew their business models for improved value creation and value capture. Customer value-focused business models call for a pro-active customer approach, which requires an explicit and convincing evaluation and communication of value to the customers, to create urgency and demand, and to understand and influence customers' value conceptions and value perceptions. To implement a successful value-based strategy, industrial companies must develop new capabilities and practices that enable value-focusing exchange. However, research-based advice to support companies in building these capabilities is scarce. Existing research has not paid sufficient attention to the essential topics of business opportunity selection, value-based selling, and value-based pricing. To address the gaps in the existing knowledge, this dissertation investigates capabilities that are vital for value-based exchange in business-to-business relationships in industrial markets. It adopts a critical realist view to exploring industrial sales management in an abductive research process. The thesis contributes to the industrial sales management literature and improves the current understanding of the essential capabilities and managerial practices in value-focused business strategy implementation. The dissertation provides a novel conceptualization of customer value, and proposes several frameworks of capabilities and practices to guide planning and implementing value-based selling, business opportunity management, and value-based pricing. The findings have important implications for sales management theory, research and practice. The improved understanding and adoption of the value-based exchange are likely to have fundamental consequences for industrial business ecosystems as the roles, responsibilities, organizing principles, and business models of the strategic networks are affected by their strive toward higher value creation.",

keywords = "value-based exchange, value-based selling, value-based pricing, business opportunity validation, customer value, asiakasarvo, arvoperustainen myynti, arvoperustainen hinnoittelu, asiakassuhteiden arvon validointi, value-based exchange, value-based selling, value-based pricing, business opportunity validation, customer value",

author = "Pekka T{\"o}yt{\"a}ri",

year = "2015",

language = "English",

isbn = "978-952-60-6185-6",

series = "Aalto University publication series DOCTORAL DISSERTATIONS",

publisher = "Aalto University",

number = "59",

address = "Finland",

school = "Aalto University",

}

TY - BOOK

T1 - Managing value-based exchange in industrial markets: An organizational capability perspective

AU - Töytäri, Pekka

PY - 2015

Y1 - 2015

N2 - A capability to create value is the foundation of business relationships, and a pre-requisite for sustainable business performance. The value-based approach to industrial exchange is rapidly gaining ground in service-intensive industries. It has the potential to fundamentally transform exchange relationships and strategic networks. Commoditization of offerings urges industrial companies to renew their business models for improved value creation and value capture. Customer value-focused business models call for a pro-active customer approach, which requires an explicit and convincing evaluation and communication of value to the customers, to create urgency and demand, and to understand and influence customers' value conceptions and value perceptions. To implement a successful value-based strategy, industrial companies must develop new capabilities and practices that enable value-focusing exchange. However, research-based advice to support companies in building these capabilities is scarce. Existing research has not paid sufficient attention to the essential topics of business opportunity selection, value-based selling, and value-based pricing. To address the gaps in the existing knowledge, this dissertation investigates capabilities that are vital for value-based exchange in business-to-business relationships in industrial markets. It adopts a critical realist view to exploring industrial sales management in an abductive research process. The thesis contributes to the industrial sales management literature and improves the current understanding of the essential capabilities and managerial practices in value-focused business strategy implementation. The dissertation provides a novel conceptualization of customer value, and proposes several frameworks of capabilities and practices to guide planning and implementing value-based selling, business opportunity management, and value-based pricing. The findings have important implications for sales management theory, research and practice. The improved understanding and adoption of the value-based exchange are likely to have fundamental consequences for industrial business ecosystems as the roles, responsibilities, organizing principles, and business models of the strategic networks are affected by their strive toward higher value creation.

AB - A capability to create value is the foundation of business relationships, and a pre-requisite for sustainable business performance. The value-based approach to industrial exchange is rapidly gaining ground in service-intensive industries. It has the potential to fundamentally transform exchange relationships and strategic networks. Commoditization of offerings urges industrial companies to renew their business models for improved value creation and value capture. Customer value-focused business models call for a pro-active customer approach, which requires an explicit and convincing evaluation and communication of value to the customers, to create urgency and demand, and to understand and influence customers' value conceptions and value perceptions. To implement a successful value-based strategy, industrial companies must develop new capabilities and practices that enable value-focusing exchange. However, research-based advice to support companies in building these capabilities is scarce. Existing research has not paid sufficient attention to the essential topics of business opportunity selection, value-based selling, and value-based pricing. To address the gaps in the existing knowledge, this dissertation investigates capabilities that are vital for value-based exchange in business-to-business relationships in industrial markets. It adopts a critical realist view to exploring industrial sales management in an abductive research process. The thesis contributes to the industrial sales management literature and improves the current understanding of the essential capabilities and managerial practices in value-focused business strategy implementation. The dissertation provides a novel conceptualization of customer value, and proposes several frameworks of capabilities and practices to guide planning and implementing value-based selling, business opportunity management, and value-based pricing. The findings have important implications for sales management theory, research and practice. The improved understanding and adoption of the value-based exchange are likely to have fundamental consequences for industrial business ecosystems as the roles, responsibilities, organizing principles, and business models of the strategic networks are affected by their strive toward higher value creation.

KW - value-based exchange

KW - value-based selling

KW - value-based pricing

KW - business opportunity validation

KW - customer value

KW - asiakasarvo

KW - arvoperustainen myynti

KW - arvoperustainen hinnoittelu

KW - asiakassuhteiden arvon validointi

KW - value-based exchange

KW - value-based selling

KW - value-based pricing

KW - business opportunity validation

KW - customer value

M3 - Doctoral Thesis

SN - 978-952-60-6185-6

T3 - Aalto University publication series DOCTORAL DISSERTATIONS

PB - Aalto University

ER -

Managing value-based exchange in industrial markets: An organizational capability perspective

Abstrakti

Tutkimusalat

Pääsy asiakirjaan

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