Actor Roles, their Mental Models, and Influence in the Customer Buying Ecosystem of B2B2C Organizations
Type
conference paper
Date Issued
2025-05-30
Author(s)
Abstract
This study explores the actor roles within the residential construction industry through the buying ecosystem lens to understand their mental models and influence dynamics. Building on the buying ecosystem lens, the theory of roles as resources, and qualitative insights from interviews with 63 actors, it develops a three-dimensional typology. This typology explains how the actors' roles navigate institutional settings, foster ecosystem well-being and advocate for consumer value. The findings reveal role ambiguities and highlight the critical interplay between actors and institutions in co-creating value. The research underscores a shift from competition to collaboration, offering theoretical insights by linking organizational buying literature and service-dominant logic. Managers are provided with strategies to align resources and enhance marketing strategies through improved understanding of ecosystem interdependencies and various actor roles in the buying ecosystem.
Language
English (United States)
Keywords
Buying ecosystem
B2B2C
Typology
Pages
10
Event Title
EMAC 2025 Annual Conference
Event Location
Madrid
Division(s)
File(s)![Thumbnail Image]()
Name
Maurer & Reinecke (2025) Actor Roles, their Mental Models, and Influence in the Customer Buying.pdf
Size
444.35 KB
Format
Adobe PDF
Checksum (MD5)
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