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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-86118 |
| Date | January 2019 |
| Creators | Hagman, Andreas, Zivkovic, Viktor |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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