Evaluating Match of Firm and Customer Resources to Maximize Value

Abstract

This chapter discusses the fundamental role of the match of firm and customer resource utilization capabilities for organizational effectiveness in value co-creation with a marketing perspective. A model is developed by applying both internal and external approaches to provide firms with an integrative strategic tool for evaluating their current value creation effectiveness. The proposed model maps out the emergence of different types of value based on the extent that firm and customers' resource utilization capabilities match.