Evaluating Match of Firm and Customer Resources to Maximize Value

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Author(s): Ebru Kuzgun (Istanbul Bilgi University, Turkey)and Gulden Asugman (Boğaziçi University, Turkey)
Copyright: 2024
Pages: 22
Source title: Promoting Value Creation Through Organizational Effectiveness and Development
Source Author(s)/Editor(s): Thais González-Torres (Rey Juan Carlos University, Spain)and José-Luis Rodríguez-Sánchez (Rey Juan Carlos University, Spain)
DOI: 10.4018/978-1-6684-8479-1.ch004

Keywords: Business Science Reference / Knowledge Management and Library Science / Management Science / Organizational Development

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Abstract

This chapter discusses the fundamental role of the match of firm and customer resource utilization capabilities for organizational effectiveness in value co-creation with a marketing perspective. A model is developed by applying both internal and external approaches to provide firms with an integrative strategic tool for evaluating their current value creation effectiveness. The proposed model maps out the emergence of different types of value based on the extent that firm and customers' resource utilization capabilities match.

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