Divergent goals in supplier-customer co-development process: an integrated framework

Abstract

Purpose

Innovations in business-to-business markets often result from co-development activities between multiple actors, all of which have their own goals for the collaboration. The purpose of this paper is to study how the actors’ divergent goals reflect on their perceptions of the supplier-customer co-development process.

Design/methodology/approach

A grounded theory approach is adopted to reveal the actors’ perceptions of eight studied supplier-customer co-development processes, of which, four also involve an expert partner.

Findings

The findings suggest that because of the supplier’s aim to commercialize the resulting product, a supplier has a wider ranging perception of the co-development process, whereas the customer and expert partner focus on those phases that support their goals to improve the efficiency of the process or to develop new technology.

Practical implications

As each actor operates according to its own goals and is involved in those phases of the process that facilitates their achievement, the study recommends that managers consider each actor’s goals which are reflected on their perception of the co-development.

Originality/value

This is among the first studies to focus on the co-development process from multiple perspectives and include data from various actors involved in the process. The paper contributes to the co-development literature both by presenting actors’ divergent perspectives on the process and proposing an empirically grounded dyadic framework of the supplier-customer co-development process.

Citation

Oinonen, M. and Jalkala, A.M. (2015), "Divergent goals in supplier-customer co-development process: an integrated framework", Journal of Business & Industrial Marketing, Vol. 30 No. 3/4, pp. 290-301. https://doi.org/10.1108/JBIM-11-2012-0220