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Relational capabilities for value co-creation in the context of the blogging industry : a multiple case study

Eshaghi, N. (2016) Relational capabilities for value co-creation in the context of the blogging industry : a multiple case study.

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Abstract:Purpose – The purpose of this paper is to explore the relational capabilities developed by actors of the blogging industry in relationship with strategic partners on the horizontal level, and to investigate the influences of these relational capabilities on value co-creation. Design/methodology/approach – A multiple case study was conducted with 10 respondents of the blogging industry with a variety of backgrounds. It is an explorative study with semi-structured interviews. Findings – The results revealed 12 concepts of which 11 were subsumable into three categories. Relational utility, the first category, displayed the capabilities that indicate whether two firms or individuals are of strategic benefit to each other. Secondly, human relational capabilities reflect the inter-personal competences, which add a considerable extent to the persuasion of one another. The third category entails managing capabilities, those that are necessary during the co-creation process. Finally, relational incrementalism indicates a method to gradually approach and get to know each other by starting with small value co-creation projects and slowly increasing those by frequency and size. Practical Implications – The data offers practical insights for stakeholders of the blogging industry and provides inspirational impulses for firms to benchmark their relational capabilities against those discovered in this study. Theoretical Implications – The study contributes to the growing body of literature concerning “value co-creation” as well as “blogging” by revealing the relational capabilities between co-creating actors in the blogging industry. Originality/value – The research results highlight several relational competences that have been unexplored in the specified field and provide a useful basis for scholars and practitioners.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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