How business customers judge solutions: solution quality and value-in-use
|Speaker:||Emma Macdonald, Cranfield School of Management|
|Date:||Wednesday 26 October 2016|
|Time:||14:30 - 16:30|
|Location:||Streatham Court C|
Abstract: This paper presents findings from a study recently published in the Journal of Marketing. Many manufacturers look to business solutions to provide growth, but success is far from guaranteed, and how solutions can create superior perceived value is not clear. The research explores what constitutes value for customers from solutions over time, conceptualized as value-in-use, and how this arises from quality perceptions of the solution’s components. A framework for solution quality and value-in-use is developed through 36 interviews combining repertory grid technique and means-end chains. Four moderators of the quality-value relationship are identified.
Professor Emma Macdonald’s research on solution quality and value-in-use has been published in the Journal of Marketing and in Industrial Marketing Management. Her research on real time customer insight has appeared in the Journal of Retailing and in a main feature article in Harvard Business Review. She has also published research on nudging customer behaviour through social identity forces in Harvard Business Review and in Technology Forecasting and Social Change. Prof Macdonald has developed tools for unpacking customer value now implemented in dozens of leading organisations. Two Knowledge Transfer Partnership Projects (UK Government Grants) with innovative agency, MESH were named amongst the ‘best of the best’ by InnovateUK and recognised in 2015 Impact Case by the Economic and Social Research Council (ESRC). She is Programme Director of Cranfield’s Customer Experience Strategy programme, Module Leader for Strategic Marketing on Cranfield's Executive MBA, and Module Leader for Marketing Strategy on the Masters of Management. She is also co-Director of the Cranfield Customer Management Forum, a syndicate of leading organisations who meet regularly to drive forward best practice in marketing. Professor Emma Macdonald completed a Master of Business (by Research) at the University of South Australia where she continues as Adjunct in the Ehrenberg-Bass Marketing Science Institute. She obtained her doctorate from the University of New South Wales in Sydney, Australia. Emma joined Cranfield from London Business School where she researched continuous improvement through incremental innovation. Prior to joining the academic world, Emma worked for a number of years in telecommunications, including marketing management for professional services at Australia's number 2 telecommunications company, and as a commercial researcher conducting brand, ad, and new product research for leading consumer brands.