University of Twente Student Theses


The development of supplier roles that support co- creation of value in the context of SMEs

Velda, D.R. (2016) The development of supplier roles that support co- creation of value in the context of SMEs.

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Abstract:This research examined what is critical for the development of supplier roles within the context of Small medium sized enterprises (SMEs). The shifting paradigm within marketing Service- Dominant logic (S-D logic) is widely discussed within literature but is still scarce within the context of SMEs. Within the S-D logic the company jointly solve problems with the customer instead of creating value on its own. Nineteen interviews were conducted with owners, entrepreneurs, and managers of SMEs in order to provide an answer on this research question: ‘What is critical for developing supplier roles that support co-creation of value for SMEs?’. Five phases were identified within the literature and used to structure and analyse the interview. Based on the findings of this research we found out that there are several critical aspects to develop a supplier role at each phase of the process to co-create value. Communication, work/design together, ways to diagnose needs, professionals, knowledge, customer’s knowledge, experience, and partners are critical aspects to develop supplier roles. In one phase of the process to co-create value was not a supplier role identified before. The analysis revealed that the supplier role should be a value conflict preventer. Good, open, and continuous communication is needed to prevent a value conflict between the supplier and customer. This research provides SMEs practical information so they can analyse their current situation and improve to develop their supplier roles that orchestrate practices that support co- creation of value.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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