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Designing an Ethical Model of Antecedents and Consequences of Joint Value Creation Behaviors with an Emphasis on Innovation in the Field of Industry
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S Taghiganji1   , H Saeednia , Z Alipour Darvishi 2, S Vahabzadeh2 |
1- 1. Ph.D. Student, Dept. of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2- 2. Dept. of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran |
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Abstract: (304 Views) |
Background: The concept of customer joint value creation is affected by some variables influencing others, and in this research, an attempt was made to design an ethical model of the antecedents and consequences of joint value creation behaviors in the tire industry with the foundational data theory approach.
Method: The research method was exploratory and data analysis was done qualitatively. The research community of tire industry experts included: tire sales representatives, marketing managers of tire manufacturers and tire production engineers, twenty-one people were selected as a sample using the method of heterogeneous groups. The tool was interview and the data was analyzed by multi-step coding.
Results: The findings from interviews and extracting meanings have shown that joint customer value creation in the country's tire industry is formed on the basis of customer cooperative behaviors and customer citizenship behaviors, which are driven by innovation in products and compliance with ethical principles in after-sales services and customer involvement and its consequences are the customer's perceived value and behavioral tendencies. In addition to coding, these results are supported by analysis of influence and dependence with structural analysis model. The validity of the codings is supported by the agreement of two coders and its validity based on the feedback of the participants.
Conclusion: Tire industry producers can provide a platform for joint value creation by taking ethical and professional principles and obligations, focusing and planning on innovation and customer engagement, and act to attract and retain customers.
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| Keywords: Ethical model, Shared value creation behaviors, Innovation in products, Customer's perceived value, Behavioral tendencies |
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Full-Text [PDF 569 kb]
(111 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/08/30 | Accepted: 2022/10/30 | Published: 2024/05/3
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