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Toward Further Understanding the Market-sensing Capability-Value Creation Relationship

机译：进一步了解市场感知能力-价值创造关系

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摘要

Earlier writings have speculated that the components of customer focus may have differential effects on customer value. This research is responsive to this call as it identifies the behavioral and cultural components that underlie a market-sensing capability (i.e., customer focus), and undertakes a finer-grained examination of the impact of the routines through which customer focus is manifested. Specifically, this research investigates the market learning activities (ML) that can affect the depth of the understanding achieved regarding the buyer's requirements and usage context, and the customer-oriented practices (CO) that can affect the breadth of potential solutions generated to address those requirements. Given the possibility that some buyers may have more sophisticated needs, the role of a customer's performance standards is also considered as a moderating variable. Based on data collected from computer and electronics manufacturers via two separate surveys, the results support that a supplier's ML and CO, respectively, affect perceived customer value. The results also show that a customer's performance standards do not moderate the ML-customer value relationship. Regardless of whether the customer's performance standards (along the lines of product quality, defect rates, and on-time delivery) are high or low, the seller must be adept at discerning changes in the buying firm's requirements and operational realities. Thus, market learning practices are needed across all customers in order for the supplier to remain synchronized with market changes and deliver superior value to them. Additionally, the results support that the positive association between a seller's CO and perceived customer value is stronger when buyers have more demanding performance standards. The generation of a broader array of potential solutions that is commensurate with a more outward focus is likely to be needed to satisfy customers with more stringent requirements. The disaggregated approach taken in this research contributes to theory by (1) providing greater insight into the domain of the customer focus construct, (2) tracing the mechanisms through which customer focus is reified, and (3) evaluating the possibility that the components of customer focus may have differential effects on customer value. The main practical implication stems from the proposal that market sensing can serve as a core competence and thereby provide the foundation for differential advantage.
机译：较早的著作推测，以客户为中心的组成部分可能对客户价值产生不同的影响。这项研究响应了这一呼吁，因为它确定了构成市场感知能力（即以客户为中心）的行为和文化成分，并对以客户为中心的例程的影响进行了更细致的检查。具体而言，本研究调查了可能影响对购买者需求和使用环境的理解深度的市场学习活动（ML），以及可能影响为解决这些问题而产生的潜在解决方案范围的以客户为导向的实践（CO）要求。考虑到某些买家可能有更复杂的需求，因此客户绩效标准的作用也被视为适度变量。根据通过两次单独调查从计算机和电子制造商那里收集的数据，结果支持供应商的ML和CO分别影响感知的客户价值。结果还表明，客户的绩效标准不会缓和ML与客户价值的关系。无论客户的绩效标准（沿产品质量，缺陷率和按时交货）是高还是低，卖方都必须善于识别买方公司的要求和运营现实的变化。因此，所有客户都需要市场学习实践，以使供应商与市场变化保持同步并为他们提供卓越的价值。此外，结果支持当买方的绩效标准要求更高时，卖方的CO与感知的客户价值之间的正相关性会增强。为了满足更严格的要求，可能需要生成与更广泛的关注点相对应的更广泛的潜在解决方案。本研究采用的分类方法为理论做出了贡献，其原理是：（1）对客户关注结构的领域提供更深入的了解，（2）追踪确定客户关注的机制，以及（3）评估客户关注构成的可能性以客户为中心可能会对客户价值产生不同的影响。主要的实际含义源于以下提议：市场感知可以充当核心竞争力，从而为差异化优势提供基础。

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  • 来源
    《Journal of product innovation management》 |2014年第4期|799-813|共15页
  • 作者

    Neeraj Bharadwaj; Yuexiao Dong;

  • 作者单位

    University of Tennessee, 323 Stokely Management Center, 916 Volunteer Boulevard, Knoxville,TN 37996-0530;

    Fox School of Business at Temple University;

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  • 正文语种 eng
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