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ФУНДАМЕНТАЛЬНЫЕ ОСНОВЫ КОНЦЕПЦИИ СОВМЕСТНОГО СОЗДАНИЯ ЦЕННОСТИ НА РЫНКЕ B2B

 

Журнал «НАУЧНОЕ ОБОЗРЕНИЕ: ТЕОРИЯ И ПРАКТИКА»  [СКАЧАТЬ СТАТЬЮ В PDF]
т. 10, вып. 12, ДЕКАбрь 2020

Рубрика: МЕНЕДЖМЕНТ И МАРКЕТИНГ
Страницы:  3076-3085
Коды JEL: M31
DOI: 10.35679/2226-0226-2020-10-12-3076-3085
   
Для цитирования: Апатова А. В. Фундаментальные основы концепции совместного создания ценности на рынке B2B // Научное обозрение: теория и практика. Т. 10. Вып. 12. С. 3076-3085. DOI: 10.35679/2226-0226-2020-10-12-3076-3085
   
Авторы: 

Апатова Анна Валерьевна, аспирант, ФГБОУ ВО «Российский экономический университет им. Г. В. Плеханова»: 115054, г. Москва, Стремянный переулок, 36.

 

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E-mail: hanna.apatova@gmail.com
   
Реферат:  Парадигма совместного создания ценности на бизнес-рынках в настоящее время прочно утвердилась в маркетинговой литературе. Однако возможности и практические примеры для совместного создания ценности менее понятны, особенно во все более ограниченных межорганизационных, сетевых и экосистемных отношениях. В этой статье описываются наборы практик, которые организации на бизнес-рынках применяют для совместного создания ценности. Мы предлагаем теоретически обоснованную, эмпирически обоснованную классификацию практик совместного создания ценности, определяя базовые возможности, необходимые для реализации ценности в B2B-системах. Мы используем подход кейс-стади с использованием различных методов сбора данных для изучения практики совместного творчества организаций. Анализ показывает, что "устойчивая целенаправленная вовлеченность" лежит в основе способности организаций совместно создавать. Обсуждаются последствия для организаций, желающих развивать возможности и практику совместного творчества. Концептуально потенциал совместного создания ценности связан с пониманием "процессов, ресурсов и практик, которые клиенты используют для управления своей деятельностью”. Достижение совместного создания ценности требует нахождения "структурного соответствия" между деятельностью клиента и деятельностью продавца. Создание ценности имеет коллаборативную и интерактивную природу, и ценность больше не сводится только к ценности в обмене, заложенной в предложения фирм, но также и к ценности в использовании. Таким образом, ценность создается совместно во взаимодействии между клиентами, продавцами и другими участниками сложных B2B-систем. В частности, клиенты взаимодействуют с продавцом, чтобы получить доступ к ресурсам, необходимым для их собственного процесса создания ценности, причем конечная реализация ценности происходит в организации клиента, тем самым также порождая понятие "логики доминанты клиента".
   
Ключевые слова: совместное создание ценности, B2B рынок, промышленный маркетинг, вовлеченность потребителей, логика доминанты клиента, маркетинг взаимоотношений
   
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English version:

FUNDAMENTAL BASIS OF THE CONCEPT OF COLLABORATIVE VALUE CREATION IN THE B2B MARKET

 

Apatova Anna Valerievna, Post-graduate Student, Russian University of Economics named after G. V. Plekhanov, Moscow, Russia.

 

Keywords: co-creation of value, B2B market, industrial marketing, consumer engagement, client dominance logic, relationship marketing.

 

Abstract. The paradigm of value co-creation in business markets is now well established in the marketing literature. However, the opportunities and case studies for value co-creation are less well understood, especially in the increasingly limited inter-organizational, networking and ecosystem relationships. This article describes the sets of practices that organizations in business markets are adopting to create value together. We propose a theoretically based, empirically based classification of value co-creation practices, identifying the basic capabilities required to realize value in B2B systems. We use a case study approach using a variety of data collection methods to explore the practice of co-creation among organizations. Analysis shows that “sustained, focused engagement” is at the core of organizations' ability to co-create. The implications for organizations wishing to develop co-creation opportunities and practices are discussed. Conceptually, the potential for value co-creation relates to understanding “the processes, resources and practices that customers use to manage their operations.” Achieving value co-creation requires finding a “structural fit” between the customer's activities and the seller's activities. Value creation is collaborative and interactive in nature, and value is no longer just the exchange value inherent in firms' offerings, but also value in use, so value is created jointly in interactions between customers, vendors and other participants in complex B2B systems. In particular, customers interact with the vendor to gain access to the resources needed for their own value creation process, with the ultimate realization of value taking place in the client's organization, thereby also giving rise to the notion of "client dominant logic".
   
 For citation: Apatova A. V. Fundamental basis of the concept of collaborative value creation in the B2B Market. Nauchnoe obozrenie: teoriya i praktika [Scientific Review: Theory and Practice], vol. 10, iss. 12. pp. 3076-3085 (in Russian). DOI: 10.35679/2226-0226-2020-10-12-3076-3085

 

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