Scholars are increasingly recognizing the importance of contextual elements in determining the value of resources in business to business markets. This value, in fact, depends from how resources are used and combined within different interaction contexts. To stress this point, the concept of value in context has been recently developed; however, it is quite common that resources move from one context to another one. Given the multiplicity of contexts a resource is used this paper is aimed at identifying the key elements that determine the value in use of a resource across different contexts. Empirically, we studied the case of Gottifredi Maffioli Group (GMG), a company that operates in the business of ropes for yachting and which is moving to other business exploring new application of the rope. In particular, we made 47 interviews in the company’s business network. The study will find out that considering the value of a resource across contexts implies managing some key elements: technological aspects, meanings associated to the resource, the value for the user, and to activate the network.

Corsaro, D., Tunisini, A., Exploring the value of a resource across contexts, Paper, in imp conference website, (kolding, 25-29 August 2016), International marketing and purchasing group, kolding 2015: 1-9 [http://hdl.handle.net/10807/69929]

Exploring the value of a resource across contexts

Corsaro, Daniela;Tunisini, Annalisa
2015

Abstract

Scholars are increasingly recognizing the importance of contextual elements in determining the value of resources in business to business markets. This value, in fact, depends from how resources are used and combined within different interaction contexts. To stress this point, the concept of value in context has been recently developed; however, it is quite common that resources move from one context to another one. Given the multiplicity of contexts a resource is used this paper is aimed at identifying the key elements that determine the value in use of a resource across different contexts. Empirically, we studied the case of Gottifredi Maffioli Group (GMG), a company that operates in the business of ropes for yachting and which is moving to other business exploring new application of the rope. In particular, we made 47 interviews in the company’s business network. The study will find out that considering the value of a resource across contexts implies managing some key elements: technological aspects, meanings associated to the resource, the value for the user, and to activate the network.
Inglese
imp conference website
imp conference
kolding
Paper
25-ago-2016
29-ago-2016
International marketing and purchasing group
Corsaro, D., Tunisini, A., Exploring the value of a resource across contexts, Paper, in imp conference website, (kolding, 25-29 August 2016), International marketing and purchasing group, kolding 2015: 1-9 [http://hdl.handle.net/10807/69929]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10807/69929
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