Naslov
Value Creation in B2B Markets Through Supply Chain Involvement

Autori
Grbac, Bruno ; Miočević, Dario ; Crnjak- Karanović, Biljana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Infusing Research and Knowledge in South East Europe - Proceedings of the 2nd Annual South East European Doctoral Student Conference / Paraskakis, I., Luneski, A., Kayhan, A. (eds.) - Solun : South east European research centre, 2007, 1-15

ISBN
978-960-89629-5-8

Skup
2nd Annual South East European Doctoral Student Conference

Mjesto i datum
Solun, Grčka, 22.06.2007. - 23.06.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
value creation; B2B market; supply chain

Sažetak
In marketing theory there is everlasting breakthrough of concepts and theories from other social sciences, especially from the area of social psychology and sociology. Having this in mind, it seems obvious that multidisciplinary approach is necessary in the contemporary marketing theory and, by now, it has drawn quite a success. Business to business marketing (B2B) is considered to be a field which was neglected because of the dominance in research within the area of business to consumer (B2C) marketing. Nevertheless, contemporary marketing theory endorses concept that the focal point is customer satisfaction through value creation in which B2C marketing research can not provide necessary information regarding the mechanism of the whole value creation process, starting from first tier suppliers. Therefore, B2B marketing philosophy offers insight into retrospective of value creation process in which all members of supply chain have their stake. Consequently the supply chain management (SCM) arises as the concept which is ideal framework for explanation of B2B philosophy and mechanism for an in depth customer value creation process analysis. This paper reports on preliminary literature review in attempt to build the theoretical model of dissertation comprising various fields of inquiry.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA