In recent years, the context of B2B relationships has changed rapidly with the advent of new technologies that are reshaping the space dimension of business interactions and the time frame in which they occur. Notwithstanding the magnitude of this evolution, the literature only partially captures the implications of value creation in the B2B digital context, leaving the contextual nature of value to remain vague and described mainly at an abstract level. This lack of a micro-foundation of value creation in context also makes its management exceedingly difficult. This study proposes a conceptual model that explains value creation in the digitally interconnected B2B business environment. Our analysis of 34 qualitative interviews with B2B managers showed the importance of a granular examination of value creation in context by identifying its dimensions and processes. At the same time, we showed the need to combine a micro theoretical focus with the transition to a more holistic and systemic view.
- B2B marketing
- value creation