El enfoque de coproducción de valor en la relación cliente-proveedor

It is a fact that the competitiveness of the firms depends on its hability to create sustainable competitive advantages, being the value creation one of its fundamental pillars. This can be seen from three different perspectives: the buyer's perspective, very analyzed in marketing, the supplier's perspective, and the perspective combined buyer-seller, also called co-production approach. Although, the value co-production has received little attention, nowadays, it becomes a critical factor due to proliferation of the relationships among firms, mainly alliances and networks. Ramírez (1999) indicates that the co-production alternative implies that the customer does not simply destroy value, as traditionally considered, assuming a new role as a value creator. It is therefore, of a value generated mutually by both actors: customer and supplier. This work seeks to analyze which they are the ways that lead to the value creation in co-production, analyzing the role of the switching costs within this process.