A value-creating network analysis from software business (original) (raw)

Value creation has gained attention in both consumer and business-to-business marketing, with recent studies focusing on supplier perspectives and joint value creation within buyer/seller relationships. Despite the increasing interest, empirical studies on value creation in business networks, especially in industrial contexts, remain scarce. This research addresses the empirical gap by analyzing a specific case study within the software business, exploring the dynamics of value-creating networks. Key findings highlight the importance of software integration, project management, and supplier relationships in delivering perceived end-customer value.