Creating Customer Value in a Service-Dominant Environment

Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, German Graduate School of Management and Law gGmbH, language: English, abstract: Dynamic capabilities and their impact on a firm's performance are bothtopics that are gaining increasing attention in business literature and inpractice. The concept of dynamic capabilities refers to organizationalfeatures or practices that a firm has developed to cope with a changingand uncertain market environment in a better way than its competitorsand consequently sustain its competitive advantage. This Master's thesiscontributes to theory and practice in several domains. Drawing on theliterature about customer value, service-dominant logic and dynamiccapabilities, it investigates how the absorptive capacity approach can beused to (co-)create customer value in order to achieve sustainablecompetitive advantage in a service-dominant environment. The thesisprovides guidance to practitioners by building up a framework thatreflects how absorptive capacity can be used to co-create value in a B2Brelationship. The case of SKPnet, an SAP service and solution providerfrom Germany, illustrates the practical application of this concept.