دانلود رایگان مقاله لاتین نقش سرمایه فکری و سرمایه اجتماعی از سایت الزویر
عنوان فارسی مقاله:
سفارشی کردن خدمات حرفه ای بنگاه به بنگاه (B2B): نقش سرمایه فکری و سرمایه اجتماعی درونی
عنوان انگلیسی مقاله:
Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Model development
Our model, shown in Fig. 1, has three categories of concepts: (1) customization, (2) intellectual capital, and (3) internal social capital. We briefly overview each category and then propose formal hypotheses. 2.1. Customization The search for competitive advantage drives B2B professional services firms to effectively customize their offerings. Although the concept of customization actually began with B2B products (Shapiro, 1977), most customization research is in the B2C context. As marketing is evolving toward a dominant logic in which knowledge and customization are considered to be fundamental sources of competitive advantage (Vargo & Lusch, 2004), the pursuit of effective customization can provide competitive advantages in B2B professional services. 2.2. Intellectual capital “Intellectual capital” refers to “the knowledge and knowing capability of a social collectivity, such as an organization, intellectual community, or professional practice” (Nahapiet & Ghoshal, 1998, p.245) and benefits firms by positively influencing firm performance (Baxter & Matear, 2004). Rather than being unidimensional, intellectual capital research suggests that there are numerous forms of intellectual capital (Reed, Lubatkin, & Srinivasan, 2006). The customization and B2B marketing literatures lead us to propose three forms of intellectual capital that, we argue, can help firms in positively influencing their customization outcomes: (1) employees' knowledge of customers, (2) employees' technical knowledge and abilities, and (3) organizational creativity
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کلمات کلیدی:
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