Mutually beneficial relational value: An antecedent of business-to-business innovation

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Purpose
The intensified competition of business-to-business value innovation creates a
commotion, where incorporating the 4Ps marketing mix, Relationship Marketing
(RM) endeavours to establish a long-term commitment and relational bond among
the key stakeholders to nurture the mutually beneficial stakeholder relationship
value, with the aim of innovating further value for customers. From this perspective,
this study aims to recognise the implications of RM in stakeholder relationships,
interactions and subsequent mutually beneficial stakeholder relationship value to
nurture business-to-business product/service innovation for customers.
Design/Methodology/Approach
A case study is conducted on England and Wales Cricket Board (ECB) to familiarise
how ECB fosters their stakeholder relationships to innovate value in association with
their business partners.
Findings
Eleven RM indicators are recognised that the ECB utilises to construct/nurture their
mutually beneficial stakeholder relationship value in order to innovate further
product/service value for their customers and share that innovated/enhanced value
with the key stakeholders in a venture.
Originality/Value
The identified RM indicators are recognised as value innovating constructs in a
business-to-business setting, where the indicators nurture (identify, establish,
maintain, enhance, regulate and sustain) the mutually beneficial stakeholder
relationship value as an antecedent of further value innovation for the target markets
of all associated stakeholders. Moreover, such a relational approach of value
innovation appears as feasible across industries and markets.
Original languageEnglish
Title of host publication6th Annual Conference of the EuroMed Academy of Business
Subtitle of host publicationConfronting Contemporary Business Challenges through Management Innovation. September 23rd-24th, 2013 Estoril, Cascais, Portugal
EditorsDemetris Vrontis, Yaakov Weber, Evangelos Tsoukatos
PublisherEuroMed Press
Pages2135-2155
Volume6
ISBN (Electronic)9789963711161
Publication statusPublished - Sep 2013
Externally publishedYes
Event6th Annual EuroMed Conference of the EuroMed Academy of Business: Confronting Contemporary Business Challenges through Management Innovation - Estoril, Estoril, Cascais, Portugal
Duration: 23 Sep 201324 Sep 2013

Publication series

NameEuroMed Academy of Business Conference Book of Proceedings
PublisherEuroMed Press
ISSN (Print)2547-8516

Conference

Conference6th Annual EuroMed Conference of the EuroMed Academy of Business
CountryPortugal
CityEstoril, Cascais
Period23/09/1324/09/13

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