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Proactive practices to prevent value co-destruction in knowledge-intensive business services: A multiple-case study on knowledge-intensive businesses in the Swedish IT-industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Interactions are of critical importance in business-to-business contexts, and value seems

to be influenced by the interactions between the supplier, customer and other third

parties where these interactions co-creates value. However, as the literature has mostly

focused on the positive value co-creation, the interactions that result in failure is instead

co-destroying value. This thesis is therefore going to study the negative interaction

outcome, value co-destruction, in knowledge-intensive business services (KIBS) firms

from a supplier perspective, where interactions are shown to be critical, to explore

proactive practices that could be utilized in order to prevent value co-destruction

between the customer and the KIBS firm as well as practices to recover from value codestruction.

Through a qualitative multiple-case study, the data was collected from

KIBS representatives in the IT-industry in Sweden, that provided empirical data to

further nuance the phenomenon. Customer education, unveiling business opportunities,

customer surveys, and business events was discovered to be used for proactively

preventing value co-destruction, where the authors also found the time aspect of the

relationship between value co-creation and value co-destruction to be of importance in

preventing miscommunications that result in value co-destruction. Therefore, the

authors of this thesis argue that miscommunications and acknowledgment of the

miscommunication that co-destroys value often occurs at different time points, where

the proactive practices might be targeted towards preventing the miscommunication or

targeted towards the recovery from the value co-destruction.

Place, publisher, year, edition, pages
2019. , p. 68
Keywords [en]
Knowledge-intensive business services (KIBS), value co-creation, value co-destruction, interaction, resource integration, customer participation and miscommunication
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-86118OAI: oai:DiVA.org:lnu-86118DiVA, id: diva2:1333777
Subject / course
Business Administration - Other
Educational program
International Sales and Marketing, 180 credits
Presentation
2019-06-04, Stationsgatan 2, Ljungby, 22:07 (English)
Supervisors
Examiners
Available from: 2019-07-02 Created: 2019-07-01 Last updated: 2019-07-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Language
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More languages
Output format
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