A model of value creation - Supplier behaviors and their impact on reseller-perceived value

Academicians have long recognized that channel partners can create real value for one another, yet almost no research has been conducted to examine how value is created for a channel partner or what consequences accrue to the channel partners. The purpose of this research is to develop a conceptual framework of determinants and effects of value creation. The model begins by describing market-oriented behaviors that evoke supplier activities and behavior designed to create value for the reseller. The framework concludes with likely consequences of reseller-perceived value and moderating effects. (C) 2001 Elsevier Science Inc. All rights reserved.