The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
Organizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the O...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2019-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123058781003 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1825207299401056256 |
|---|---|
| author | Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck |
| author_facet | Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck |
| author_sort | Áurea Helena Puga Ribeiro |
| collection | DOAJ |
| description | Organizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the Outcome Driven Innovation (ODI) approach. Results of a survey carried out with 450 customers of a chemical company pointed out that the jobs revealed by the customers, once solved, actually result in better performance, thus contributing to confirm the adequacy of the technique for the purpose of identifying and prioritizing customers with greater potential for co-creation. The study also evaluates the variable ‘professional management’ as a moderator of this relationship and confirms that the solution of the jobs considered relevant by the customers, in a context of professional management, enhances co-created value. |
| format | Article |
| id | doaj-art-ddc4d0027f7c48e7a6e51adc3638b1d3 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2019-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-ddc4d0027f7c48e7a6e51adc3638b1d32025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2019-01-01161324510.15728/bbr.2019.16.1.3The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant LogicÁurea Helena Puga RibeiroPlínio Rafael Reis MonteiroLaura LuttembarckOrganizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the Outcome Driven Innovation (ODI) approach. Results of a survey carried out with 450 customers of a chemical company pointed out that the jobs revealed by the customers, once solved, actually result in better performance, thus contributing to confirm the adequacy of the technique for the purpose of identifying and prioritizing customers with greater potential for co-creation. The study also evaluates the variable ‘professional management’ as a moderator of this relationship and confirms that the solution of the jobs considered relevant by the customers, in a context of professional management, enhances co-created value.http://www.redalyc.org/articulo.oa?id=123058781003valuejob to be donecocreation |
| spellingShingle | Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic BBR: Brazilian Business Review value job to be done co creation |
| title | The Use of the 'Job to Be Done' methodology to identify value
co-creation opportunities in the context of the Service Dominant Logic |
| title_full | The Use of the 'Job to Be Done' methodology to identify value
co-creation opportunities in the context of the Service Dominant Logic |
| title_fullStr | The Use of the 'Job to Be Done' methodology to identify value
co-creation opportunities in the context of the Service Dominant Logic |
| title_full_unstemmed | The Use of the 'Job to Be Done' methodology to identify value
co-creation opportunities in the context of the Service Dominant Logic |
| title_short | The Use of the 'Job to Be Done' methodology to identify value
co-creation opportunities in the context of the Service Dominant Logic |
| title_sort | use of the job to be done methodology to identify value co creation opportunities in the context of the service dominant logic |
| topic | value job to be done co creation |
| url | http://www.redalyc.org/articulo.oa?id=123058781003 |
| work_keys_str_mv | AT aureahelenapugaribeiro theuseofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic AT pliniorafaelreismonteiro theuseofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic AT lauraluttembarck theuseofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic AT aureahelenapugaribeiro useofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic AT pliniorafaelreismonteiro useofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic AT lauraluttembarck useofthejobtobedonemethodologytoidentifyvaluecocreationopportunitiesinthecontextoftheservicedominantlogic |