Customers’ Role in Strategic Management: a Source of Competitive Advantage?
Joachim, Marie (2017), Customers’ Role in Strategic Management: a Source of Competitive Advantage?, Academy of Management Proceedings, Academy of Management. 10.5465/ambpp.2017.15905abstract
TypeCommunication / Conférence
Conference title77th Annual Meeting of the Academy of Management
Conference countryUnited States
Book titleAcademy of Management Proceedings
Academy of Management
MetadataShow full item record
Dauphine Recherches en Management [DRM]
Abstract (EN)Over the last few years, the practice of management has witnessed the involvement of customers in the strategy of the firm, becoming one of its core assets. However, academic research focus on that matter remain relatively scarce in the field of strategic management. This research aims at understanding the scope of customers’ input as a resource, and how customers’ integration can be an asset in the construction of competitive advantage. By combining literatures from the resource-based view (RBV) and customers’ participation we highlight the different roles assigned attributed to customers as a resource (CAAR). Based on a multiple case analysis, we propose an exploratory taxonomy of CAAR strategies, which is likely to form the basis for further academic research and a useful tool for managers.
Subjects / Keywordscompetitive advantage; customers; resource-based view
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