VALUE CREATION BY ENTERPRISE SYSTEMS VALUE ADDED RESELLERS, ACTA UNIVERSITATIS OULUENSIS A Scientiae Rerum Naturalium 600
|Kustantaja:||Oulun yliopisto|| |
|Sijainti:||Print Tietotalo|| |
|Tekijät:||SIIRA TUULA || |
This study examines value creation by value added resellers (VARs) in the context of theenterprise systems business, with particular respect to product lifecycle management (PLM)systems. The purpose of the study is to increase theoretical and empirical understanding of valuecreation in this specific context by integrating the enterprise systems theory, the softwareecosystems theory, the software business model theory, and the value creation theory. The theoretical framework assumes the perspective of the VARs, and examines theirinteractions with customers and suppliers during the value creation process. The customers andsuppliers are the parties that perceive the value created by the VAR. The primary objective is todetermine how and why the VAR creates value in the perception of its customers and suppliers. The method includes a qualitative case study research strategy in which empirical data werecollected primarily through interviews with highly knowledgeable informants within three VARorganizations, five customer organizations, and five supplier organizations. Each source viewedthe scope of the research questions from a diverse perspective. As a result of the empirical analysis, value creation by the VAR value was connected to theVAR type, the value creation strategy, and the business model. The VAR's strategy results fromsynergy and synchronization with its PLM system. The customer-perceived value is, in part, the value created by the VAR-customer businessrelationship. It is also partially specific to the customer type. A VAR creates value for itscustomers because its product and service offerings fulfill customer needs, and because it offersabilities, knowledge, expertise, and experience of interest to its customers. The most advancedvalue creation occurs when the business relationship is a source of co-value creation that createsvalue for both parties. The supplier-perceived value is also partially specific to the supplier type. The VAR- supplierbusiness relationship creates value for suppliers because the VAR extends the supplier’s marketpresence, offers market and customer knowledge, and creates new business opportunities. This study is context-dependent and geographically and culturally focused on Nordiccountries. The results reflect the contexts of the three research cases and their geographical andcultural areas, and as such are not generalizable.