Creating customer value through industrial services : case: Raute Technology Services
The role of marketing can be seen as to assist the company on creating superior value for its customers, so that they would succeed against their competitors. Creating superior value has not always been essential, as in the past firms could achieve profitability due to regulated markets, controlled distribution channels or scarce resources. An increasing number of industrial manufacturing companies are moving from offering solely products to offering combinations of products and services. Customers benefit from industrial services as they support and enable the value generation of the products they have purchased. To firms, offering services is a matter of competitive advantage since services are harder to copy and easier to customize, due to their intangibility and heterogeneous nature. This study aims at contributing to the research of value creation phenomenon in the business-to-business (B2B) markets, focus being in the industrial service markets. This is done through analyzing the case of Raute Technology Services. Raute is a Finnish technology company, which provides machinery, equipment and services for veneer, plywood and LVL (Laminated Veneer Lumber) producers. For this single case study, ten Raute employees, as well as ten of their customer companies, were interviewed about the themes surrounding value creation. The objective of this study was to review the existing literature about value creation processes in the context of B2B markets, to discuss characteristics of industrial service markets in the value creation context and to study how Raute Technology Services and its customers currently identify the value creation processes and the customer value proposition of Raute Technology Services. ...
MetadataShow full item record
- Pro gradu -tutkielmat 
Showing items with similar title or keywords.
Palojärvi, Terhi (2018)Tutkimuksen tarkoituksena on selvittää, kuinka markkinointia sosiaalisessa mediassa voidaan toteuttaa yritysten välisillä (business-to-business, b2b) -markkinoilla sekä miten potentiaalinen markkinointikanava sosiaalinen ...
Järvinen, Joel (University of Jyväskylä, 2016)Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their ...
Lipiäinen, Heini (University of Jyväskylä, 2014)
Lipiäinen, Heini (2012)The shift from traditional marketing channels to the digital channels has been rapid which has generated new challenges and opportunities for business-to-business (B2B) communication and brand building processes. In ...
The impact of digitalization on marketing communications measurement process : case of global B2B industrial companies Järvinen, Joel (2011)The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time ...