دانلود رایگان مقاله خریداران حرفه ای و پیشنهاد ارزش

Abstract

Lusch (2011) considers Service-Dominant Logic (S-DL) to be an appropriate lens through which to view supply chain research, and suggests it be used to better understand value. The authors, accepting a founding premise of S-DL that value is phenomenologically determined by the recipient, adopt a qualitative methodology to penetrate the inherent complexity and commercial confidentiality of the buyer-seller relationship. In particular the authors make a comparative evaluation as to how the wider, psychological needs of the buyer interact with the effects of the organisational goals of their businesses. The study uses a longitudinal research design, involving web-based diaries and follow-up interviews to develop the empirical understanding of the dominant patterns of buyer value perception that, within the context of the investigation, both challenge extant thinking and informs the debate regarding the approaches to combining value creation and value capture (Skilton, 2014). The explanations offered suggest that exchange value achieves a greater buyer focus than utility value, and acknowledges the relative importance of buyer value perceptions that are not directly aligned with organisational objectives. These findings, it is argued, may cause organisations to reflect on their procurement policies and procedures as they seek to engage with potential suppliers.

6. Conclusions

Three main objectives were associated with this study. Firstly, to develop extant qualitative methodologies in a manner capable of penetrating the complexities of value perception at the commercial interface between buyers and sellers. The authors suggest that the methods adopted in the IRC significantly add to the research toolbox available to further the understanding of the anatomy of buyer value perception. Secondly, the authors sought to empirically identify, within the context of an exploratory case study, the dominant patterns of buyer value perception that occur. The suggestion that buyers are, in general more influenced by exchange value than by utility value provide both managers and academics with an insight as to how utility value, exchange value and BSPV are likely to influence buyer behaviour. Organisations may well reflect on such insight as they attempt to align procurement policies and procedures with organisational goals and objectives. Thirdly, that authors wished to consider how the results of this exploratory study might impact on the direction of future research and managerial thinking. Significantly, the IRC examines an existing phenomenon through a new lens which the authors consider shapes new lines of enquiry.