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This paper suggests that firm strategic capabilities are developed through accumulated learning and associated investment processes and that it is these learning processes, and the resource investments that follow from decisions about them, rather than the activities or resources of the firm per se, that provide a basis of sustainable competitive advantage. Specifically, we suggest that gathering information about customer behavior, the managerial perceptions that come from learning about customer behavior, and the investment decisions that follow from those perceptions provide the basis for the development, or for the failure to develop, of firm capabilities. We further argue that such learning processes will differ with market environments, and that firm performance will reflect such learning processes actually develop in different market environments.

This study aims to explore the role of learning in value co-creation in the context of new technological B2B services. The research objective is approached from the customers' viewpoint, in terms of their motivation to make sacrifices in learning and to embark on value co-creation with a service provider.

This study is based on a qualitative case study. The main source of data is 17 interviews with retailers who tested a new m-advertising service.

The findings show that the customer's motives to make sacrifices, their absorptive capacity and exploitative/explorative learning orientation are important in explaining the role of learning in value co-creation, because perceived value can vary significantly depending on the level of the absorptive capacity of the firm, the orientation towards learning, and the customer's sacrifices in learning.

The study can be of use to providers of new technological business services in showing how to persuade customers to learn to use the service and engage in value co-creation. This is important since the active participation of both actors is required to co-produce the technological B2B service.

The study contributes to the existing value theory by offering new critical insights into the essential role of customer learning in value co-creation. Closely related to this, the study explores customer motivation to make sacrifices in learning and to get involved in value co-creation with service provider, specifically in the context of new technological B2B services. In so doing, this study offers empirically-based insights into value co-creation and thus advances the current understanding of value phenomena.

In today's turbulent environment, customers are playing a more important role in competition, which can be reflected by customers as co‐producer, value co‐producer, or co‐developer of knowledge and competencies, etc. Accordingly, business priority should be given to what customers really value. Unlike previous studies, which emphasize market performance mainly from the internal or firm's perspective, this paper proposes that firms should prioritize customer‐focused performance, defined totally from an external perspective of targeted customers. The paper examines the important role of customer‐focused performance and its interactive relationships with other dimensions of the overall performance system, and goes further to analyze the components and dynamics of customer‐focused performance. Finally, attention is given to the dynamic competence building and leveraging process and its key elements, which determines the customer‐focused performance in perspective of resource‐based views. Important propositions are presented and future implications discussed.

While recovering from service failures is often viewed as an operational concern, service providers can also adopt a strategic and conceptual service vision for managing their service recovery. This paper discusses how the management of service failures can be utilised as a catalyst to effectively initiate organization‐wide learning and can serve as a reflection of the firm's market orientation to enhance value. Failure‐recovery, at its inception, acts as an external‐to‐internal trigger that initiates numerous changes (innovations) – operational changes, strategic changes and conceptual changes. These changes guide the implementation of various value enhancing innovations throughout the entire organization and positively affect the firm's service vision and mission.

The paper “Linking learning, customer value, and resource investment decisions: Developing dynamic capabilities” by Graham Hubbard, Angelina Zubac, and Lester Johnson suggests that strategic capabilities are developed when market learning processes are directly integrated into a firm's investment processes. Explicitly linking market learning processes and resource investment decisions is essential in building and maintaining competitive advantage. Based on a broad theoretical exploration, this paper presents six derived hypotheses about learning and dynamic capabilities development:H1Successful firms have higher levels of dynamic capabilities than less successful firms.H2Dynamic capabilities are more important and better developed in successful firms in dynamic markets than in mature markets.H3Successful firms learn more about customer value than do less successful firms.H4Managerial perceptions of how customer value can be created are more aligned in successful firms than less successful firms.H5Resource investment decision making is more aligned with market learning processes in successful firms than less successful firms.H6Firms in dynamic markets are more oriented to customer learning than those in mature markets.The paper argues that previous work on analyzing capabilities of organizations has not been directly linked to how firms actually learn, specifically about customers and about ways of creating customer value. Yet it is the process of learning about customers that is critical for creating value for customers and for targeting investments in resources that support the activities and processes necessary to create and deliver that value. The integration of learning about customers into resource investment decision processes is thus argued to be critical to the creation of firm value and to the development of dynamic capability in an organization.

The purpose of this study is to explore logistics service value through the theoretical lens of service‐dominant (S‐D) logic with a focus on the creation of logistics value jointly by the provider and the customer.

A cross‐disciplinary literature review including supply chain management, logistics, marketing, and strategy is conducted to integrate existing knowledge on value of service and antecedents and consequences of value creation in a process framework for co‐creation of value in a logistics context. This framework is grounded in the S‐D logic perspective and supported by transaction cost analysis (TCA), resource‐based view (RBV) and knowledge‐based view (KBV) of the firm.

The process of co‐creation of value in a logistics context has three phases: learning, innovation and execution, and outcomes. These phases and their key elements are integrated into a comprehensive framework of co‐creation of logistics service value. A total of 12 propositions are offered to describe the process for achieving competitive advantage through co‐creation of logistics service value.

The proposed framework adds to the current knowledge on logistics service value by exploring the concept from the S‐D logic perspective and suggests guidelines for managers on developing a process for co‐creation of logistics service value that leads to competitive advantage and enhanced customer satisfaction. Follow‐on qualitative research such as grounded theory is needed to emerge a theory grounded in empirical data that explicates how the co‐creation of value can occur.

This study is novel in that it applies the S‐D logic perspective in a logistics context. This research leverages existing knowledge through a deeper understanding of the concept of logistics service value and use of well‐accepted theoretical perspectives such as TCA, RBV, and KBV.

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of customer learning and explored the motivational factors of business partners’ learning behavior, less is known about the critical antecedents of individual customers’ learning behavior. This study aims to explore the key drivers of individual customers’ learning desires and identified customers with a stronger learning desire.

This research used both a lab experiment (Study 1, N = 148) and surveys (Study 2, N = 553; Study 3, N = 703) across different participant populations and product contexts.

This study indicated that both involvement and knowledge-sharing intention drove customer learning desire. Customer expertise further strengthened these main effects. Moreover, a stronger learning desire led to greater customer satisfaction.

This study identified key factors involved in customer learning desire and its potential benefits for companies. Additional research to investigate customer learning in specific environments and forms and regarding specific brands is warranted.

This study emphasizes the importance of supporting customer learning and encourages businesses to manage customer learning proactively. It also provides suggestions for effective learning support for targeted customer groups.

This study contributes to the customer learning literature by exploring key influencing factors of individual customers’ learning desires, based on self-determination theory. It also identified the role of customer expertise in shaping customers’ learning processes. Moreover, this study examined customer learning as a novel way to enhance customer satisfaction.

The purpose of this study is to provide new practical and theoretical insights into how small and medium-sized enterprises (SMEs) adjust and further develop business competencies, innovations and performance by using market orientation, learning orientation behaviors and entrepreneurial orientation.

The data was collected from manufacturing SMEs of textile products that had a number of employees between 5 and 99 people in the province of Bali, Indonesia, in 2016. Bali province was chosen as a research location because Bali was one of the tourism centers in Indonesia and even in the world was considered suitable for this research. It was because it had textile product industries that contributed in the fulfillment of the needs of tourism clothing, national economy, the fulfillment of fashion needs and foreign exchange contributors from non-oil exports (Industry and Trade Service of Bali).

Based on the results of descriptive and inferential analysis that has been conducted, it can be concluded that the answer to the problems and objectives that have been determined is market orientation, learning orientation and entrepreneurial orientation affect business performance through knowledge competence and innovation directly and its influence is significantly positive. But market orientation, learning orientation and entrepreneurial orientation do not directly have a significant positive effect on innovation through knowledge competence. Market orientation, learning orientation and entrepreneurship orientation indirectly have a significant positive effect on business performance through knowledge and innovation competencies.

The lack of studies in the existing literature underscores the potential contribution of this subsequent study. The novelty of the research is first to develop a concept of learning orientation that is linked to competence of knowledge, which this link has not been much expressed in the context of industry SMEs; second, to build the concept of innovation development of small and medium-sized industry of textile industry based on market orientation by strengthening the mediation role of competence of knowledge.

Though online communities offer unprecedented opportunities to involve people in knowledge sharing, the reasons why users would like to participate in those activities in online communities have still been under-explored. In this research, the authors aim to use the value co-creation theory to build and test a continuance usage model, which focuses more on experiential values resulted from the knowledge sharing behavior.

An integrative research model is built to investigate how knowledge sharing behavior affects users’ co-creation value and then drives their continuance usage in online communities. Online survey data collected from 239 Sina Microblog users in China are utilized to validate the proposed model and hypotheses.

Empirical results indicate that the knowledge sharing behavior helps improve users’ co-creation value, including customer learning value, social integrative value and hedonic value. This co-creation value can subsequently affect users’ future participation intention in online communities.

This paper seeks to fill the research gap by examining customers’ motivations or perceptions underlying their knowledge sharing behavior at the usage-stage, instead of the pre-usage stage mainly concentrated on by previous studies. The managerial implications can be utilized for policy making to encourage customers’ participation and operate a better online community.