Using blueprinting and benchmarking to identify marketing resources that help co-create customer value

Arnela Ceric, Steven D'Alessandro, Geoff Soutar and Lester Johnson

Journal of Business Research, 2016, vol. 69, issue 12, 5653-5661

Abstract: Resource based theory (RBT), also known as the resource-based view, emphasizes resources as essential for building organizational competitive advantage. However, which competencies are essential for enhancing customer value remains unclear. Blueprinting and benchmarking are applied in this paper to demonstrate the process of identifying resources that are specific to co-creating customer value. This has important implications for the management of key marketing resources. Based on the case study results, application of the proposed methods suggests a new avenue for extending RBT application to the area of service management and in the development of service offerings.

Keywords: Resource based theory (RBT); Marketing resources; Service; Co-creation; Service management; Service blueprinting; Benchmarking; Customer value (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:12:p:5653-5661

DOI: 10.1016/j.jbusres.2016.03.073

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