Supplier-customer engagement for collaborative innovation using video conferencing: A study of SMEs

Hardwick, Jialin and Anderson, Alistair R. (2019) Supplier-customer engagement for collaborative innovation using video conferencing: A study of SMEs. Industrial Marketing Management . ISSN 0019-8501

Full content URL: https://doi.org/10.1016/j.indmarman.2019.02.013

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Abstract

Co-creation of innovation, as transcending perspective of marketing, is of growing interest in recent years. Developing new products through collaboration is recognized as beneficial to suppliers as well as customers. Businesses face challenges as to how to build and develop close and long-lasting collaborative relationships for innovation success. Owners/managers need to know about which platform to use appropriate for different engagement aspects in the relationship development. The advancement in virtual technology may offer new platforms in enabling customer engagement apart from traditional platforms. This study explores how suppliers and customers are engaged in videoconferencing in their engagement processes in collaborative innovation. Based on an empirical study of in-depth interviews with seventeen owners/managers in biotech SMEs (Small and Medium Sized Enterprise), from a supplier’s perspective it reveals that the engagement is processual and has two dimensions for the successful collaborative relationships. Videoconferencing is a platform for engagement when distance is a barrier, it’s used in both dimensions of the engagement, and to facilitate cognition and support affect which help form and cement trusting relationships. The authors explain the process of videoconference engagement by a ladder of engagement model through social networking theory in building and applying social capital.

Keywords:Co-creation, Innovation, Supplier-customer engagement, Supplier-customer relationships, Virtual platform, Videoconference, SMEs (small and medium-sized enterprise), Biotechnology industry, High-tech
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N211 Strategic Management
N Business and Administrative studies > N611 Industrial Relations
N Business and Administrative studies > N100 Business studies
Divisions:Lincoln International Business School
ID Code:35094
Deposited On:04 Apr 2019 15:20

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