...-creation within the B2B sales funnel as a means to enhance interaction between buyers and sellers. It proposes a framework that enables co-creation in the B2B sales process by fostering iterative collaboration between buyers and suppliers in the context of AI technology. This research explores how buyers...

... value creation and B2B sales, which indicates practical implications and builds an agenda for future research. This conceptual paper integrates theoretical insights on service-dominant logic, service ecosystems, interactional value co-creation and B2B sales. This paper uses anecdotal evidence...

... different selling actors faster and prepare fitting approaches for all selling actor identities. Sales ecosystem Multi-actor Selling actor Identities Participation behavior Co-creation Traditionally, selling refers to: a dyadic interaction in which a salesperson attempts to persuade...

... This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust. This paper addresses the question of how social media content can influence engagement by using a medium-sized Swedish...

...Priyanka Jayashankar; Wesley J. Johnston; Sree Nilakanta; Reed Burres farmers’ perceptions of value; the co-creation process; and the power dynamics and institutional factors that govern co-creation. This motivates us to develop a theoretically and contextually relevant B2B...

...José L. Ruiz-Alba; Anabela Soares; Miguel A. Rodríguez-Molina; Dolores M. Frías-Jamilena Purpose This paper aims to investigate the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry in a business-to-business (B-to-B) context. More...

... schema. However, it was also noted that customer knowledgeability brings with it challenges for suppliers, who must find ways to add value for such customers. A number of further questions relating to the agency and knowledgeability of customers and their inclusion in value co-creation...

...Poul Rind Christensen; Kristin B. Munksgaard; Anne Louise Bang Kristin B. Munksgaard can be contacted at: kbm@sam.sdu.dk To participate in supplier-driven innovation, partners need to co-create an innovative space for joint development. Co-creation enriches the understanding...

...Susan M.B. Schertzer; Clinton B. Schertzer; F. Robert Dwyer Purpose – Business to business (B2B) professional services depend on inter-firm cooperation for the co-creation of value. Such cooperation rarely happens overnight; it requires time for the relationship to develop. The purpose...

... KIBS using structural equation modelling. Findings – The results show that KIBS' appraisal of customers' and front-line employees' participation in new service co-creation is strongly determined by the firm's innovative culture. Organizations with a greater predisposition to new service co...