Capability matching between suppliers and customers in solution co-creation: a process-based model

Abstract

Purpose

The purpose of this study is to examine supplier–customer capabilities in solution co-creation and how they are matched from a relational process perspective.

Design/methodology/approach

Using a qualitative approach, the authors identified 20 sets of supplier–customer capability matches by conducting in-depth interviews with 34 matched informants and retrieving suppliers’ archival data (project documents and success stories).

Findings

The authors identified 20 capability matching sets (21 supplier and 23 customer capabilities) and developed a process-based model of bilateral capabilities that match at the organizational level in solution co-creation. The authors reveal their match forms (complementarity and compatibility) and offer suggestions for future research.

Research limitations/implications

This paper is qualitative; quantitative studies are required for testing and extending the initial conclusions.

Practical implications

This study guides the supplier and customer to cultivate different capabilities at different stages of solution co-creation and alerts them to the importance of capability complementarity and compatibility.

Originality/value

To the best of the authors’ knowledge, this study is the first to introduce the bilateral perspective into dynamic capability research in the context of solution co-creation. The authors discuss the abilities the supplier and customer must possess at different stages and how they match dynamically. The analysis extends the research on solution-specific capabilities and dynamic matching, offering useful implications for solution co-creation in practice.

Citation

Leng, Y. and Zhao, X. (2023), "Capability matching between suppliers and customers in solution co-creation: a process-based model", Journal of Business & Industrial Marketing, Vol. 38 No. 12, pp. 2545-2560. https://doi.org/10.1108/JBIM-05-2022-0224