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ODI's JTBD method is a way of materialising efforts that are subjacent to SDL, not only assuming the co-creation of value but also positioning the critical problems faced by the customers as the crucial point for the development of a value proposition and for the search of joint solutions that may respond to demands to the market (LUSCH; VARGO, 2014).
Taking into consideration the evolution presented in the literature on value creation and the relevance of the identification of differentiation opportunities that may result from the participation of the supplier in the process of co-creation, the study tries to answer the questions raised by testing out two hypotheses that supported the application of the ODI method and the JTBD technique to the context of the relationship between a supplier of chemical products and its customers.
In order to check the proposed hypotheses, we conducted a two-stage business-to-business study: a qualitative stage and a descriptive quantitative stage implemented through a questionnaire addressing the items proposed by the JTBD method and associated with the subject under research.
As defined by the JTBD method, we assessed each job in the dimensions of job satisfaction--how much of the job has been solved--and of job importance--how close the job is to the focus kept by the current management of the organisation.
This is the basic assumption that supports the JTBD approach, according to which when problems that are relevant to customers are solved there is an increase in the overall customer performance.
The study also strengthens the connections between the Service Dominant Logic (SDL) and medium-reach methodologies such as the jobs to be done (JTBD), as suggested by Brodie et al.
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