5. DISCUSSION AND CONCLUSIONS
5.5 Conclusions
As stated by van der Valk and Wynstra (2005) companies are no longer to meet the needs of customers by their own. The shift has occurred from focusing on internal resources to the external ones because of increased competition. This statement holds true when assessing the results of this study. The value of external resources is important, and therefore, they should really be exploited efficiently. The case corporation of this study has a privilege of having certain external resources within the same corporation and management. There are so many resources available at the corporation that would result in advantage if exploited correctly. As it resulted in this research, the resources are not used efficiently between the companies and there are points of improvement in cooperation needed.
Value co-creation happens through exchange of resources and activity links between the companies according to Håkansson and Snehota (1995). In order for these activity links to take place – the cooperation plays a big role because it enables the resources to move. Therefore, based on the results of this research – the focus should be in deepening the cooperation and through that achieve the real exchange of resources that would bring the whole corporation a competitive advantage or wanted results.
According to results the most important matter is that companies agree on value co-creation benefits and understand the importance of it which is already halfway of going there. Now, there should some improvement points taken for really enable efficient exchange of skills, knowledge and information flow that would result in benefits for the whole corporation deepening the mother company’s brand and its
value on the market. At the same time this value co-creation would provide the case company value by strengthening its position in the competition.
Value creation has achieved wide interest towards it lately. It is still undergoing range of theories but in general value is not created by each company separately anymore but in cooperation with other companies. (Mele et al., 2010) As it was assessed in the results of this research value is considered something that goes beyond money and physical products more towards the set of experiences that are valued by the end customer. This should be today’s focus on the market.
Companies should move from general supply chain towards networking, strengthening their own network position and co-creating value by exchanging unique and valuable resources.
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APPENDICES
Appendix 1. The listing of interview questions of case company