Creating superior customer value for B2B firms through supplier firm capabilities

Aron O'Cass*, Liem Viet Ngo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

121 Citations (Scopus)


In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value for customers. Our examination is grounded in seeking to address the research question: To what extent is the creation of superior performance, relationship, and co-creation value driven by market orientation, product innovation and marketing capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability and marketing capability partially mediates the relationship between a firms' market orientation and its ability to create value (performance and co-creation), except for the role of marketing capability which we found acted as a full mediator of the relationship between market orientation and relationship value.

Original languageEnglish
Pages (from-to)125-135
Number of pages11
JournalIndustrial Marketing Management
Issue number1
Publication statusPublished - Jan 2012
Externally publishedYes


  • Capabilities
  • Customer value
  • Innovation
  • Marketing
  • Positional advantage


Dive into the research topics of 'Creating superior customer value for B2B firms through supplier firm capabilities'. Together they form a unique fingerprint.

Cite this