管理学院管理学和经济学系列前沿讲座之二一四讲
管理学院管理学和经济学系列前沿讲座之二一四讲
暨市场学系营销大视野第七十八讲
讲座主题：When does Customer Participation Hurt or Help Co-Creation Outcomes? The Contingency Roles of Ambiguity and Strategic Collaboration
主讲嘉宾：Ruby P. Lee, Department of Marketing, The College of Business, Florida State University
讲座时间：2015年12月3日（周四）下午3:00-5:00
讲座地点：管理学院善思堂M531
主办院系：市场学系
嘉宾简介：
Dr. Ruby P. Lee is Associate Professor of the College of Business in Florida State University in US. Prof. Lee received a BSW (with honors) in the University of Hong Kong and an MPhil. In the Chinese University of Hong Kong, Hong Kong (major in marketing), and a Ph.D. specializing in Marketing from Washington State University, Pullman, WA. Prof. Lee’s research interests include marketing strategy, international business and corporation innovation.
讲座内容简介：
Professional services co-development between customer and supplier firms is an overlooked research area in the supply chain literature. Professional services such as information technology (IT) and software development are highly knowledge intensive service products. Because of their product nature, these kinds of professional services are often replete with technical jargon that present ambiguities to customer firms who rely on professional suppliers for service product co-development. This study explores how two types of ambiguities, i.e., need-based ambiguity and knowledge-based ambiguity, play a role in customer participation. We propose that customer participation breadth and depth each influence strategic collaboration, and yet different types of ambiguities affect these relationships in different ways. We also theorize that strategic collaboration is key to creating value to both supplier and customer firms. Using data collected from a major IT supplier and its 175 customer firms that co-developed a software package, our results largely confirm our premise and provide insights to both researchers and practitioners.
