The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic

Organizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the O...

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Auteurs principaux:	Áurea Helena Puga Ribeiro, Plínio Rafael Reis Monteiro, Laura Luttembarck
Format:	article
Langue:	EN PT
Publié:	FUCAPE Business School 2019
Sujets:	value job to be done co creation Business HF5001-6182
Accès en ligne:	https://doaj.org/article/ddc4d0027f7c48e7a6e51adc3638b1d3
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spelling	oai:doaj.org-article:ddc4d0027f7c48e7a6e51adc3638b1d32021-11-11T15:48:07ZThe Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic1807-734X10.15728/bbr.2019.16.1.3https://doaj.org/article/ddc4d0027f7c48e7a6e51adc3638b1d32019-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123058781003https://doaj.org/toc/1807-734XOrganizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the Outcome Driven Innovation (ODI) approach. Results of a survey carried out with 450 customers of a chemical company pointed out that the jobs revealed by the customers, once solved, actually result in better performance, thus contributing to confirm the adequacy of the technique for the purpose of identifying and prioritizing customers with greater potential for co-creation. The study also evaluates the variable ‘professional management’ as a moderator of this relationship and confirms that the solution of the jobs considered relevant by the customers, in a context of professional management, enhances co-created value.Áurea Helena Puga RibeiroPlínio Rafael Reis MonteiroLaura LuttembarckFUCAPE Business Schoolarticlevaluejob to be donecocreationBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 16, Iss 1, Pp 32-45 (2019)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	value job to be done co creation Business HF5001-6182
spellingShingle	value job to be done co creation Business HF5001-6182 Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
description	Organizations that operate in B2B contexts adopt value-creation strategies aimed at customer loyalty. Based on the concepts of the Service Dominant Logic (SDL), the study proposes the use of the Job to Be Done (JTBD) technique as a method to support the implementation of SDL concepts, applying the Outcome Driven Innovation (ODI) approach. Results of a survey carried out with 450 customers of a chemical company pointed out that the jobs revealed by the customers, once solved, actually result in better performance, thus contributing to confirm the adequacy of the technique for the purpose of identifying and prioritizing customers with greater potential for co-creation. The study also evaluates the variable ‘professional management’ as a moderator of this relationship and confirms that the solution of the jobs considered relevant by the customers, in a context of professional management, enhances co-created value.
format	article
author	Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck
author_facet	Áurea Helena Puga Ribeiro Plínio Rafael Reis Monteiro Laura Luttembarck
author_sort	Áurea Helena Puga Ribeiro
title	The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
title_short	The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
title_full	The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
title_fullStr	The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
title_full_unstemmed	The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic
title_sort	use of the 'job to be done' methodology to identify value co-creation opportunities in the context of the service dominant logic
publisher	FUCAPE Business School
publishDate	2019
url	https://doaj.org/article/ddc4d0027f7c48e7a6e51adc3638b1d3
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The Use of the 'Job to Be Done' methodology to identify value co-creation opportunities in the context of the Service Dominant Logic

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