Mapping the values in B2B relationships: a systemic, knowledge-based perspective
Powell, J. H. and Swart, J., 2010. Mapping the values in B2B relationships: a systemic, knowledge-based perspective. Industrial Marketing Management, 39 (3), pp. 437-449.
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The management of an enduring relationship between provider and supplier has at its heart an implicit interaction between the valuation systems of the counterparts We take the view that this interaction is conveniently understood through the lens of knowledge management Knowledge management informs our treatment of business to business relationships through two mechanisms It helps us manage better the dissemination and co-creation of knowledge in an organisation and new work in the mapping of knowledge allows us to represent the knowledge aspects of a relationship in a way which allows us to manage it better We present. therefore, an approach to allow the specific representation of these valuation systems and then interaction, using a case study of the marketing of a nuclear submarine programme to a government A conclusion is that structures which support the co-creation of knowledge between the companies is critical to winning the contract and we indicate how this co-creation can be engendered.
|Creators||Powell, J. H.and Swart, J.|
|Uncontrolled Keywords||marketing, knowledge management, co-production, systems thinking|
|Departments||School of Management|
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