Are knowledge-intensive business services really co-produced? : overcoming lack of customer participation in KIBS

Bonomi Santos, Juliana and Spring, Martin (2015) Are knowledge-intensive business services really co-produced? : overcoming lack of customer participation in KIBS. Industrial Marketing Management, 50. pp. 85-96. ISSN 0019-8501

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Customer participation is considered necessary for the delivery of effective Knowledge Intensive Business Services (KIBS). However, for different reasons, KIBS customers are not always able to participate actively during the delivery process and providers have to compensate for this in order to deliver effective solutions. We conducted case-based research to understand how KIBS providers do this. The three cases studied suggest that, besides customer education, providers use preventive and problem-management strategies to counterbalance limited customer participation. These three strategies are used in a complementary way and are enabled by the expertise of KIBS providers. They also contribute to the delivery of effective KIBS. The research outcomes refine the existing knowledge of customer participation in KIBS, which has so far focused mainly on the causes and consequences of it and overlooked other related issues. Our results also suggest that practitioners could use the level of customers' ability and willingness to participate as segmentation criteria and then define their strategies and allocate their resources accordingly.

Item Type:
Journal Article
Journal or Publication Title:
Industrial Marketing Management
Additional Information:
This is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 50, 2015 DOI: 10.1016/j.indmarman.2015.04.005
Uncontrolled Keywords:
?? serviceskibscustomer partcipationexpertisebusiness, management and accounting(all)marketing ??
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Deposited On:
11 Nov 2015 14:48
Last Modified:
26 Jun 2024 01:06