دانلود رایگان مقاله سفارشی کردن خدمات حرفه ای بنگاه به بنگاه نقش سرمایه فکری و سرمایه اجتماعی درونی

عنوان فارسی
سفارشی کردن خدمات حرفه ای بنگاه به بنگاه (B2B): نقش سرمایه فکری و سرمایه اجتماعی درونی
عنوان انگلیسی
Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
9
سال انتشار
2017
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
کد محصول
E4181
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مدیریت
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بازاریابی
مجله
مجله تحقیقات بازاریابی - Journal of Business Research
دانشگاه
دانشکده تجارت مونته آهوایی، دانشگاه ایالتی کلیولند، بازاریابی،ایالات متحده
کلمات کلیدی
سفارشی سازی، خدمات حرفه ای بنگاه به بنگاه (B2B)، سرمایه فکری، سرمایه اجتماعی درونی
چکیده

abstract Business-to-business (B2B) professional service firms often develop highly customized offerings for their customers. Customizing B2B professional services is a knowledge intensive process that requires the coordinated efforts of individuals with specialized knowledge and skills. Drawing on customization and social capital theory, we develop and test an intellectual capital (IC) model of customizing B2B professional services that rests on two foundational premises. First, three different forms IC, that is, employees' knowledge of customers, employees' technical knowledge and abilities, and organizational creativity, make firms more effective at customizing B2B professional services. Second, internal social capital (ISC) is a precursor to the intellectual capital that enables firms to effectively produce customized B2B professional services. Analyses of data from key informants of 161 marketing research firms support our theses.

نتیجه گیری

5. Discussion


We investigate why some B2B firms are better than others in customizing professional services for clients. Specifically, our model proposes that (1) the three different forms of IC make firms more effective at customizing B2B professional services, and (2) firms' ISC is an antecedent to the different forms of IC. The structural equation modeling results, using a sample of 161 marketing research firms, provide support for eleven out of the thirteen proposed relationships. Consistent with our first thesis, with the exception of the relationship between creativity and customized offerings, IC is positively related to firms' effectiveness in producing customized professional services. As to why the relationship between creativity and customized offerings is not significant, it is possible that firms that are highly creative may lose sight of client requirements, which, in turn, could result in no influence on customization effectiveness. Perhaps, customization may require a more deliberate approach, rather than a highly creative approach.


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