Study On The Impact Of Firm Dynamic Capabilities On Value Proposition And Customer Satisfaction In Inter-organization Context

The rapid development of information technology,the continuous recurrence of the new crown epidemic and the diversification of user needs have intensified the competition in the market among enterprises,and how to accurately and effectively meet customer needs has become an important strategy for enterprises to cope with market competition.Therefore,the main way to maintain a competitive advantage is to create a new and unique customer value proposition from customer needs,and to clearly position and communicate product value points of interest.At the same time,increasingly diverse and personalized customer needs have prompted companies to change and upgrade their cooperation methods,breaking through the limitations of traditional inter-company cooperation in terms of resource acquisition and interaction,and seeking more flexible ways of cooperation.In the face of rapidly changing market demands,companies are increasingly focusing on how to communicate the advantages of their products through value propositions and optimize the allocation of resources around them to achieve the goal of increased satisfaction.In practice,value propositions are an important way for companies to communicate their value concepts,and the digitization trend and post-epidemic characteristics have prompted more and more companies to explore value proposition innovation,for example,Shenyang Machine Tool Factory’s co-creation of network relationships to realize duality between customers and the company,promote resource exchange,deliver value in both directions,enhance the use value of customers,and thus strengthen the credibility of users for the new value proposition;Shengquan Group,in the innovation At the early stage of the innovation phase,Shengquan Group understood the potential needs of its customers,sought raw material suppliers,worked with companies to overcome technical barriers and,through field trials,guided customers to use new materials,opening up the foundry industry market and capturing market share;Tencent We Chat,on the other hand,realized value resonance between companies and customers through digital connectivity.While these companies have successfully innovated and iterated on their value propositions,on the one hand,they are often caught in an ’innovation dilemma’ of not knowing which path to take to innovate their value propositions.On the other hand,when companies innovate their value propositions,they often face the challenge of applying their own dynamic capabilities and combining them.How to overcome this dilemma and realize value proposition innovation has become a common problem for many companies.Existing research on value co-creation emphasizes that digital and intelligent technological change will drive a shift in the logic of value proposition and value creation,with the logic of value proposition formation and innovation shifting from company-led to company-customer co-creation.While previous studies have classified value propositions into different dimensions in terms of economic and emotional dimensions,there is little literature that combines economic and emotional dimensions to classify the dimensions of value propositions.At the same time,the digital economy is a context in which the shape and strategic layout of companies are changing in a fundamental way.While traditionally heterogeneous and complementary resources are difficult to access and replicate,the accelerating digitization has led to a blurring of boundaries and a flattening of corporate structures,which has resulted in a rapid flow of information,knowledge and technology that can be used and reorganized.As a result,digitization is driving innovation in processes,strategies,capabilities and value propositions,as well as the integration and flow of resources across organizations,which is having a disruptive impact on how and how deeply and extensively businesses work with each other.In addition,while digital integration has accelerated the drive for capability innovation and value proposition renewal,it has also revealed a number of issues,such as information security,inefficient decision-making that increases overheads and human costs,and an over-reliance on algorithms at the expense of emotion that makes decisions questionable.To this end,we believe that in order to fully explain how companies can achieve value proposition innovation,we must analyse the moderating effects of digital integration and deconstruct the mechanisms of digital integration from both positive and negative aspects.Based on the urgent practical needs and theoretical research gaps,this paper proposes to construct an empirical model to investigate the relationship between dynamic capabilities,value proposition and satisfaction of enterprises,and to explore the weighted effects of digital integration on value proposition through empirical testing.Based on resource-based theory,dynamic capability theory and service-dominant logic theory,the research model and hypotheses are proposed through a questionnaire survey approach.Using bilateral data from220 pairs of suppliers and distributors from multiple industries,the proposed hypotheses were tested using general regression analysis.The results of the data analysis support the expected hypotheses of the essay.It is demonstrated that market perception and strategic responsiveness positively influence adaptive and guided value propositions in channel relationships,and that adaptive and guided value propositions positively influence customer satisfaction,furthermore,adaptive value propositions have a greater positive effect on customer satisfaction than guided value propositions,and that digital integration enhances the positive effect of market perception on adaptive and guided value propositions.In addition,digital integration enhances the positive effect of market perception on the adaptive and leading value propositions,while digital integration weakens the positive effect of strategic responsiveness on the adaptive and leading value propositions.This study extends and enriches the literature on value co-creation and provides theoretical references and practical support for companies to develop strategies to enhance satisfaction with their value propositions.