Creating a New Strategy-Model: Customer Differentiation and Co-Creation Leading to Sustainable Growth
Science Journal of Business and Management
Volume 3, Issue 4, August 2015, Pages: 95-101
Received: May 21, 2015; Accepted: Jun. 6, 2015; Published: Jun. 23, 2015
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Authors
Roos, R., Research Centre of Employability, Zuyd University of Applied Sciences, Heerlen-Maastricht-Sittard, the Netherlands
Stoffers, J., Research Centre of Employability, Zuyd University of Applied Sciences, Heerlen-Maastricht-Sittard, the Netherlands
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Abstract
In this review article we elaborate on three important mechanisms in order to create a new (holistic) strategy-model: market orientation, service dominant logic, and co-creation of value. We have reasoned on the central premise that in order to create sustainable business growth in the firm, this firm needs to structure itself in a way that optimises solution selling, customer focus and value co-creation. Employees in all departments of the firm need to have a change of mind-set, from delivering goods towards delivering service proposals, and therefore establishing context to the set strategy. In order to act upon these service innovations, the modifications are dependent on a collection of competences, which the firm needs to continually renew, create, integrate, and transform.
Keywords
(Holistic) Strategy-Model, Customer Differentiation, Co-Creation
To cite this article
Roos, R., Stoffers, J., Creating a New Strategy-Model: Customer Differentiation and Co-Creation Leading to Sustainable Growth, Science Journal of Business and Management. Vol. 3, No. 4, 2015, pp. 95-101. doi: 10.11648/j.sjbm.20150304.11
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