Article2019

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

83 citations0/0 files storedJournal of Marketing Management

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Service and Product Innovation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.

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References

1984Case Study Research: Design and Methods 1977The Measurement of Observer Agreement for Categorical Data 1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1968The Discovery of Grounded Theory; Strategies for Qualitative Research 1994Handbook of Qualitative Research 1984Content Analysis: An Introduction to its Methodology.2010Strategic management a stakeholder approach 2011Case study research: design and methods

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