Co-creation on a global scale: How customers impact firms’ internationalization strategies

Prange, Christiane; Ates, Zelal

doi:10.1007/s11621-010-0029-2

Cited by 3 publications

(2 citation statements)

References 12 publications

(9 reference statements)

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“…Fourth we studied servitization-based relationship management with the customer only from a customer co-creation perspective. The extant literature suggests that customer involvement can happen at different levels ranging from customization and customer cocreation to customer coformation (Prange and Ates, 2010). These might have different implications for the entry mode decision of firms.…”

Section: Discussionmentioning

confidence: 99%

Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

Agnihotri

Bhattacharya

Yannopoulou

et al. 2022

IMR

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PurposeThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institutional environment and national culture differences between the home and host country.Design/methodology/approachThe study employs a conceptual framework typology that interrelates, contextualizes and conceptualizes extant knowledge to develop explicit propositions.FindingsBased on the extant literature, using a 2 × 2 matrix, the authors delineate the influence of two dimensions of servitization on entry mode decisions: customer relationship focus and digitalization focus. They conceptualize that relationship management and digitalization-based servitization have an antagonistic effect on the need for entry mode resource commitments, and macroenvironmental factors' favorability moderates this tension.Research limitations/implicationsThe study extends and incorporates the servitization literature into the context of international marketing by exploring the combined effect of the two most significant dimensions of servitization, i.e. investment in customer relations versus investment in digitalization on entry mode, thus delivering valuable new insights and perspectives, as well as explicit propositions toward empirical testing.Practical implicationsThe authors’ framework increases foreign market managers' awareness of how servitization drives entry mode decisions of firms in international markets. Also, the framework explicates how the host country's market attractiveness, institutional environment and difference with the home country's national culture tangibly influence the relationship.Originality/valueThe study provides novel insights into the implications of servitization on international marketing, particularly regarding foreign market entry mode. The study also elucidates the combined effect of two servitization dimensions, i.e. customer relations and digitalization – a critical research area in which the literature is scant.

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Section: Discussionmentioning

confidence: 99%

Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

Agnihotri

Bhattacharya

Yannopoulou

et al. 2022

IMR

View full text Add to dashboard Cite

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“…Value co-creation changes the customers into an energetic partner for the future value creation. Additionally, consumers' participation exists in the variation degrees which can be classified: 1) customization: revision of processes based on the aggregated customer's need, 2) co-creation: integrated value creation based on specific customer participation, 3) co-formation: customer participation an all strategic function of the firm [12] that depend on the firm to choose and decide on their own position. Praharad and Ramaswamy developed a new frame of value co-creation and they stated that co-creation is an exclusive value for each customer so the organization starts to provide the co-creation around the individual consumer (all stakeholders) for example firm co-creation with supplier to design the new idea for customers [13].…”

Section: A Co-creationmentioning

confidence: 99%

Empirical Analysis of Marketing Factors Affecting Future Intention toward Furniture Store Brand in Bangkok

Sombultawee¹

2015

JOAMS

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This research aims to study marketing factors affecting future intention toward furniture store brand in Bangkok. The methodology of this research was applying quantitative research methods to reveal the study, using a sampling group, which is furniture customer in Bangkok. The data was collected by simple random sampling to 400 samples (Alpha 0.05). Descriptive statistics and inferential statistics, Factor Analysis by principle component analysis and Orthogonal Rotation by Varimax Method and Multiple regressions, were also used in this research. The research revealed that 1) most consumers were female who were 31-40 years old, marriage, graduated Bachelor's Degree, worked in private companies, and earned 10,000-20,000 THB per month. 2). the respondents' buying decision was chiefly affecting by marketing activities which are cocreation, corporate social response, communication and customer care. All factors have significant affect in future intention toward furniture brand at 0.00 statistically significant levels. 

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Born global: antecedents and consequences of innovation capabilities

et al. 2023

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Innovation capabilities are considered a key factor impacting the success and sustainability of born global firms across the world. These capabilities are even more significant for the born global firms from emerging markets. In this study, we propose an overarching conceptual framework called ICONIC to explain the factors that are critical for developing innovation capabilities in born global firms. Using grounded theory with a triangulation approach, we define innovation capabilities as a multi-dimensional construct with three sub-dimensions: business model innovation, improvisation abilities, and personalized problem-solving. Furthermore, we identify three antecedents (firm-related factors, competition-related factors, and customer orientation) leading to innovation capabilities and discuss the tangible and intangible outcomes of innovation capabilities. In this study, we also propose a set of propositions describing the nature of the relationship between different constructs in our framework. Finally, we discuss the theoretical contributions and implications for born global firms and policymakers to realize the strategic goals of internationalization.

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Co-creation on a global scale: How customers impact firms’ internationalization strategies

Cited by 3 publications

References 12 publications

Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions

Empirical Analysis of Marketing Factors Affecting Future Intention toward Furniture Store Brand in Bangkok

Born global: antecedents and consequences of innovation capabilities

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