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

机译：使用蓝图和基准测试来确定有助于共同创造客户价值的营销资源

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摘要

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. (C) 2016 Elsevier Inc. All rights reserved.
机译：基于资源的理论（RBT），也称为基于资源的观点，强调资源对于建立组织竞争优势至关重要。但是，尚不清楚哪些能力对于提高客户价值至关重要。本文应用了蓝图和基准测试来演示识别共同创造客户价值的资源的过程。这对关键营销资源的管理具有重要意义。根据案例研究结果，所提出方法的应用为将RBT应用扩展到服务管理领域和服务产品开发提供了一条新途径。 （C）2016 Elsevier Inc.保留所有权利。

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