1,721,143 research outputs found
Il valore delle relazioni di mercato
No full textIl valore è da sempre considerato il principale punto di ancoraggio
delle decisioni del management e, come tale, esso ha una lunga tradizione
negli studi di economia e gestione d’impresa.
La diffusione di una prospettiva relazionale dei mercati ha portato nel tempo
alla nascita del concetto di valore delle relazioni, o relationship value.
Gli studi di marketing sul valore delle relazioni di business sono stati fortemente influenzati dalla disciplina economica, tralasciando però l’influenza dei soggetti, delle reti sociali, e delle dinamiche dei sistemi relazionali sul comportamento economico e sulle sue conseguenze.
Il presente volume si propone di rileggere il concetto di valore
delle relazioni attraverso l’analisi delle percezioni dei manager
e delle caratteristiche del contesto d’interazione in cui le relazioni si
svolgono. A tal fine, la teoria economica sul valore è stata integrata
con contributi provenienti da discipline quali la psicologia
organizzativa e la sociologia.
Lo studio prende a riferimento i processi di valore considerati critici
nel business to business ̶ creazione, comunicazione, appropriazione, misurazione,
e un quinto processo emergente, la rappresentazione del valore ̶
individuandone le implicazioni all’interno
delle relazioni, e le possibili strategie relazionali value-based finalizzate
alla loro gestione.
La ricerca è supportata da uno studio empirico suddiviso in due fasi:
una survey ad un campione di 171 manager e 76 interviste in profondità a manager operanti
in diversi mercati industriali, dalla manifattura ai servizi.
Il volume fornisce un approccio allo studio del valore il più possibile olistico, multidisciplinare
e orientato in senso pratico
Value Practices and Value Representations in Business Relationships
No full textThis paper is aimed at exploring how relationship value can be conceptualized in the context of market practices. Recent research on value has highlighted the importance of how actors‘ interpret and frame value, i.e. value representations. It is evident that value representations are pivotal for value creation processes in business relationships. Surprisingly, however, the two streams of literature remained unrelated; there is no research, neither theoretical nor empirical, which attempted to establish a connection among them. In a parallel stream of research debate around market practices- exchange, representational and normalizing practices - and their role in shaping markets, is growing rapidly. Eventhough, attention has been devoted more on the practices that contribute to create shared ideas of market, i.e. representational practices, rather than to representations in themselves.
In this paper we integrate the two streams of literature on relationship value and market practices in order to provide an explanation of value related processes in business network. Empirically we studied the case of the formation of a new actor, a distributor, in the ICT Security industry. In order to explore the different actors‘ value representations and the value practices involved in the formation of the new actor, we carried out 17 interviews with vendors, distributors, system integrators, resellers and final customers. We also attended a meeting where the two main actors involved in the project discussed the setting of the new distributor.
We find out that to explain value creation in networks both value practices and value representations should be jointly considered, due to mutual influences between them. It follows that market practices literature should take much more into account the role representations along with practices in the formation of markets and literature on value should better understand how actors‘ representations of value are linked to practices aimed at value creation.
Keywords: value, market practices, representations, actors, ICT Security.
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Il valore delle relazioni nei business markets: il caso dell'ICT security
No full textThe concept of value has been studied from many different perspectives within economics and business management studies. Literature on value can be traced back to the areas of strategy, of organisational behaviour, of finance, of bookkeeping, and even of marketing. Particularly, studies on value verification have a long tradition in business marketing contexts, but they have mainly focused on the value of tangible goods, leaving out relationship dimensions.
In the last years, this limit has partly been gone over with the introduction of the relationship value construct and the consequent revival of the interest in the concept of value. But despite the recent attention by scholars in this area and the growing body of literature, there is no shared view about its definition and a generally accepted conceptualisation of its dimensions.
Starting from these premises, this paper aims at understanding what relationship value consists of both for customers and suppliers and how it can be represented. As for methodology 8 dyads and 3 triads (25 in-depth interviews) in the ICT Security Industry have been analysed.
The output is the identification of the Relationship Value Areas model, within which a business relationship can be positioned on the basis of the desired, perceived and generated value by actors
Relationship value in business markets - Strategic, relational and technological aspects
No full textThe concept of value has been studied from many different perspectives within economics and business management studies. Literature on value can be traced back to the areas of strategy, of organisational behaviour, of finance, of bookkeeping, and even of marketing. According to Anderson and Narus (1999; 2004), value «is one of the cornerstones of business market management», and with reference to the importance that the theme of value holds within the branch of industrial marketing, it has not been properly analysed thoroughly yet both as far as the meaning of the word is concerned and the way in which it is produced, transferred, consumed and, at the same time, perceived by actors.
This limit was partly gone over with the introduction of the concept of relationship value and with attempts of value measurement which took into account also relationship dimensions as well as more traditional ones concerning exchange and transaction.
Starting from these premises, this paper aims at understanding what relationship value represents both for customers and suppliers and how it can be represented. As for methodology 8 dyads and 3 triads (25 in-depth interviews) in the ICT Security Industry have been analysed.
The paper is the result of a comparison between a literature review on relationship value and the evidences coming from the empirical study. The output is the identification of a Relationship Value Areas model, within which a business relationship can be positioned on the basis of desired, perceived and generated value concepts
The emergent role of value representation in managing business relationships
No full textThis paper explores value processes, their effects, and their management in business relationships. Over time, scholars progressively moved their interest from the value of the objects exchanged to the value of business relationships. However, how value is related to interactive processes that characterize business relationships still remained unclear. With this scope, the paper brings to the fore recent studies on the role of actors' perceptions of value and the interactive features of the business context. The empirical research involves 77 interviews carried out over two years with actors internal and external to the Mikron Tool's business network, a Swiss leader in manufacturing high-precision tools. The study shows that four key value processes – value creation, value communication, value measurement, and value appropriation – determine specific consequences that must be managed to achieve effective business relationships. Moreover, empirical evidences highlight the relevance of value representation in affecting the four value processes. The study contributes to an improved understanding of value management in interactive and interdependent business contexts. Also, it draws attention to the need for a better integration between the traditional economic view of value and recent insights from the fields of organizational psychology and sociology
Key features of Relationship Value and their Management
No full textLiterature on relationship value is increasingly stressing the complexity of the concept in addition to the traditional economic view. Such complexity has been translated into five key features of relationship, which have shown to have important consequences for relationship management.
This paper is aimed at understanding the implications deriving from the 5 characteristics of relationship value and the way they can be managed. The study is based on 72 interviews in the Mikron Tool’s business network
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