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- Gunnarsson, Claes, 1967-
(författare)
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Value creation and loyalty in exchange relationships : a dynamic perspective
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This marketing dissertation focuses on the troublesome aspects of value creation in dynamic business relations including in relation to internal and external customers. The research field points out that relationship-mediated value creation emerges in various forms of organizational arrangements, inter-organizational settings, service systems and networks.The aim of this dissertation is to describe and analyze how loyalty and value creation shortfalls influence business relationship dynamics. It is claimed that shortfalls in value creation reflect a discrepancy between anticipated or present performance compared with business partners’ expectations.In this dissertation, a dynamic perspective is applied to substantiate how critical episodes influence the continuity of relationships taking a progressive or regressive course of development. The study focuses on shortfalls in value creation and indicates troublesome aspects in term of the dimensions of customer satisfaction, trust and commitment. Accordingly, it directs attention towards the heterogeneous influence of business relationship dynamics which is caused by loyalty antecedents in specific episodes of value creation shortfalls.The main contribution of this dissertation is a portrayal of 11 different episodes of shortfalls in value creation, which indicates the stabilizing role of loyalty antecedents in different dynamic business relations.In essence, the findings specify that perceived or anticipated shortfalls in value creation imply an increased awareness among managers to account for loyalty antecedents in dynamic relationships. First, shortfalls in value creation are related to discrepancies between value proposition and value change. Second, stability can be achieved by substitution between trust and commitment (i.e. formalization) when there is a lack of value realization or value capture. Third, the formation of managerial commitment in goal congruence is crucial for stability when shortfalls relate to contingencies in the managerial system of control and coordination. The conclusions in this dissertation signify how loyalty antecedents may not be sequentially connected or activated along the relationship development process. In addition, these loyalty antecedents are occasionally inherently inconsistent in continuous and dynamic relationships.This dissertation consists of an extended summary and seven research papers. The applied method is characterized by both multiple and single case study approaches. Furthermore, the qualitative and multidimensional approach used is pertinent to the discussion of value creation and loyalty in contrast to employing a single theory framework.
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- Bro, Anders, et al.
(författare)
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On the road towardsreinforced cooperation : Emerging structures forco-production between the public sector and the social economy
- 2013
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The social economy in Sweden is a part of the frame of society primarily based on democracy and social purposes. The organizations within the social economy (e.g. cooperatives, voluntary organizations and nonprofit associations) are neither coupled to public nor to private profit driven business. They are freestanding, mainly financed by member subventions but also through different forms of mandates and financial support from the public sector. However, new forms of collaborative arrangements between the public sector and the social economy are needed. The social economy in Sweden is increasingly compelled by expectations and inquiries from the public driven sector to take on extended assignments or to modify improved contractual agreements. A one-sided view, where municipalities and country councils mainly are seen as benefit deliverers is expected to be replaced by a more reciprocal composite model of cooperation. In one of the Swedish regions – the Örebro region, a center for Social economy and social innovations is going to be established as a result of a long term development work during the last three decades. To understand the emergence of the actual situation there is a need to describe and analyze the history of development activities carried out. This is done by the empirical examples given in the study that shows a multi-facetted interplay between individual actors and support structures emerging social economy. The purpose of this paper is hence to investigate and describe the emergence of these support structures and to contribute to a deeper understanding of this process. An integrative frame of reference is chosen through the lenses of governance and value creation theories. The result indicates new forms of public governance. The public sector finances the operations and partly controls it through specific contracts/agreements, but ongoing operations take place outside the control of the public sector. This study shows that transitions according to ideal types put attention on different patterns emerging support structures which emphasize the interface between sector domains and the social economy. Approaches on networked governance that account for value creation are particularly needed in future research to gain more knowledge about collective forms in multi-level transitions and the new role of the social economy.
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