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Examining the Role of Marketing in Customer Value Creation and Firm Value Capture.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Examining the Role of Marketing in Customer Value Creation and Firm Value Capture./
作者:	Misra, Shekhar.
面頁冊數:	1 online resource (135 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.
Contained By:	Dissertation Abstracts International79-09A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355936254

Examining the Role of Marketing in Customer Value Creation and Firm Value Capture.
Misra, Shekhar.

Examining the Role of Marketing in Customer Value Creation and Firm Value Capture. - 1 online resource (135 pages)

Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.

Thesis (Ph.D.)--Indiana University, 2018.

Includes bibliographical references

Value creation and value capture are fundamental to business survival and success and central to marketing theory and practice. Value creation and capture have gained the attention of academics and practitioners as an overarching concept that describes the process through which firms participate in the economic process and specially, the contribution of marketing as a key driver of firms' success in this process. Yet, as the academic literature in this area has grown over the years, the conceptual and empirical roots of value creation and capture have diverged in different directions. Furthermore, though there is an implicit assumption among marketing scholars that firms' marketing contributes to value creation and value capture, the absence of direct empirical evidence of marketing's impact on value creation has led to different stakeholders question the role of marketing and even regard it as a peripheral to the firms' value creation process.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355936254Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Examining the Role of Marketing in Customer Value Creation and Firm Value Capture.
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500 $a Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.
500 $a Adviser: Lopo L. Rego.
502 $a Thesis (Ph.D.)--Indiana University, 2018.
504 $a Includes bibliographical references
520 $a Value creation and value capture are fundamental to business survival and success and central to marketing theory and practice. Value creation and capture have gained the attention of academics and practitioners as an overarching concept that describes the process through which firms participate in the economic process and specially, the contribution of marketing as a key driver of firms' success in this process. Yet, as the academic literature in this area has grown over the years, the conceptual and empirical roots of value creation and capture have diverged in different directions. Furthermore, though there is an implicit assumption among marketing scholars that firms' marketing contributes to value creation and value capture, the absence of direct empirical evidence of marketing's impact on value creation has led to different stakeholders question the role of marketing and even regard it as a peripheral to the firms' value creation process.
520 $a This dissertation examines the constructs of customer value creation and firm value capture and studies the centrality of marketing in creation and capture of value in two studies. The first study develops a conceptual framework of how marketing creates value for customers by reducing marketplace frictions such as: mis-match between offerings and customers, search costs for customers, product quality uncertainty, cognitive and time costs for repeat purchases.
520 $a The second study empirically investigates the association between marketing, value creation, value capture and firm performance. The findings provide evidence that marketing creates value for customers that in turn allows firm to capture value. Importantly, I show for the first time that advertising expenditures predict both a firm's ability to create and capture value, and also that firm's marketing capabilities predict a firm's ability to create---but not directly capture value. I also find that value creation is a stronger predictor of future performance than value capture and firms that balance their value creation and capture efforts perform better in the long run.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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710 2 $a Indiana University. $b Business. $3 1179133
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