NPV-Relevant Product Description and B2B Marketing Contribution to Value Creation

Democratizing the New Product Development Process: A New Dimension of Value Creation and Marketing Concept

This paper theoretically examined how key success factors (KSFs) of new product development process, as a new dimension of marketing concept and value creation, could be exploited through learning outside the firm or through customer involvement in key stages of the development process. Such collaborative relationshipthough suffers scholarly neglect in Nigeria, costly and perhaps difficult to a...

Factors Driving Value Creation in Online B2B Banking

In today’s highly competitive business environment, online business-to-business (B2B) banking services offer efficient, reliable, securable, and convenient financial services for customers. However, research has paid scant attention to quantifying the value of online B2B banking and identifying the factors that drive it from the employees’ perspective. Hence, this study explores value creation ...

Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

& Christine Moorman Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation