Exploring the Interactional Value Creation

There is substantial evidence that relationships matter, both in b-to-c and in b-to-b markets. Recognizing the relational nature of markets leads to some problems in the conceptualizing of value creation. S-D Logic emphasizes the centrality and complexity of value co-creation. If value is idiosyncratic and is always determined by the beneficiary, we need a more developed value concept that takes into account the role of interdependence and interaction. In this paper we address some issues on value in business markets that may contribute to develop a more robust conceptual framework. We have chosen business markets as in these relationships for the parties are amplified. We report findings from a study of 25 key informants involved as customers or suppliers in 14 relationships. The study was aimed at identifying various elements that actors claimed to be of value when dealing with each other in the ICT Security business. We provide evidences on the relativity, subjectivity, dynamicity and context dependent nature of value creation, which should be accounted for when we conceptualize the interactional value creation.