Guest Lecture: Measuring the impact of value-in-use management in business markets
Event Date: 25 June 2024
The Stephen Young Institute for International Business is proud to be hosting Michael Kleinaltenkamp, Professor of Business and Services Marketing at Freie Universität. During his visit, Michael will be delivering a guest lecture on ‘Measuring the Impact of Value-in-Use Management in Business Markets’.
Time: 1.45pm-3pm (Lunch provided 1:15-1:45pm)
Venue: Strathclyde Business School, Stenhouse Wing 204
Registration Link: Eventbrite
All Strathclyde staff and students are welcome to attend.
Abstract
Suppliers in business markets are increasingly providing complex offerings, which is reflected in concepts like hybrid offerings, servitization or solution businesses. Such complex offerings are characterized by value propositions in which the value that emerges throughout the entire customer usage cycle builds the core element. To secure and increase this value in use, as perceived by the customers, suppliers need to establish activities of value-in-use (VIU) management. This VIU management comprises monitoring the delivery of the promised value, and enhancing customer VIU throughout the entire lifecycle of a complex solution.
This study theoretically proposes and empirically tests a comprehensive model assessing the role of VIU management within the nomological network of B2B relationships. The study’s contributions are twofold. First, it conceptualizes, operationalizes, and tests an index that measures the extent of suppliers’ VIU management implementation as perceived by their customers, offering a novel means to assess the effectiveness of VIU management strategies. Second, based on a large-scale empirical study, it explores the impact of customer-perceived VIU management implementation on customers’ behavioral intentions towards their suppliers. Results confirm the important role of VIU management for customers’ intention to strengthen their supplier relationships. The newly developed VIU management implementation index is discussed.
About the Speaker
Michael Kleinaltenkamp is Professor Emeritus of Business and Services Marketing at Freie Universität Berlin. His research focusses on B2B and services marketing, relationship marketing and marketing theory. He published in leading marketing journals like Journal of Marketing, Journal of Service Research, Industrial Marketing Management, Journal of Business & Industrial Marketing, Journal of Business Research, Marketing Theory, Journal of Service Management and Journal of Service Theory and Practice.
Published: 11 June 2024
