Intro Research New Ver.9

Value Co-creation in B2B IT/ITES Services Outsourcing : 

Value Co-creation in B2B IT/ITES Services Outsourcing Murthy Chebiyyam Executive Fellow Program in Management

Content : 

Content Background and Motivation Define Value Co-creation Supplier alone Customer alone Customer and Supplier together Process of Value Co-creation Relationship between drivers, value co-creation and outcomes Value Outcomes Transactional Business Value Strategic value Value Drivers Alignment strategy Value Strategy Outsourcing Management Strategy Survey Objectives What do you get by participating ? Seasoned change leader with successful track record in planning and implementing organizational changes that impact operational and business dimensions. During the last 3 decades, worked in Space Research, Industrial Automation, IT and BPO Outsourcing with both Government and private sectors Visiting faculty at S.P. Jain Institute of Management and Research for Advanced Certificate Program in Services. Alumni of IIT Delhi and PhD. Candidate of Management at MDI, Gurgaon My Profile Vice-President, IBM -Global Processes Services Program Director, Services Quality Research, IBM Research Lab

Background: 

Background In B2B IT/ITES outsourcing relations, Outsourcers ( Clients) try to create sole value through their relation with the Service providers (Vendors). Client expectations change with the growth in maturity of relationships (Cost > Resource > Partnership). Vendors also try to realize value through value facilitation to client by investing in innovative approaches. Still a wide gap exists in the realized vs. expected value outcomes by both clients and service providers in these relationships. Higher the relationship maturity, both client and vendor can generate higher value though co-creating value Can we develop a decision support system for vendors on where to invest to co-create value with clients? Motivation While working in IT/ITES service industry for last two decades, I have experienced the challenges involved in B2B outsourcing relations. My work is an attempt to identify relevance and importance of value drivers and their impact on value outcomes from both client and vendor points of view. Developing a deployable model of value co-creation will be of immense benefit to the clients as well as service providers Outsourcer (Client) Service Provider (Vendor)

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Value Creation Framework

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Value Driver .2 Value Driver.1 Value Co-creation Value Drivers Value Outcomes Process of Value Co-creation Transactional Value Business Value Strategic value Client Value Service provider value Value Driver. n

Value Outcomes: 

Value Outcomes Value Spectrum Cost Resource Partnership Business suppliers’ value creation potential - A capability-based analysis; K.E. Kristian Moller and Pekka Torronen, Industrial, Maturity model for IT Outsourcing relationships: Petter Gottschalk and Hans Solli-Saether, Relational Maturity

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Value Drivers Alignment Strategy Value Strategy Outsourcing Management Strategy Strategic Value Business Value Transactional Value Value Co- Creation

survey : 

survey Survey Objective: As a part of my research work, I have identified the drivers for creating value for clients (customers) and Service Providers ( Suppliers) reported in literature over the last 5 to 10 years across several industries. Based on the pilot survey and analysis, the factors are reduced and used for this survey. The objective of the survey is to validate the value drivers for value co-creation and value outcomes in B2B relations based on the analysis of inputs received from IT/ ITES industry professionals. As it is a collaborative effort ,the respondents are from both service providers (vendors) and outsourcers (clients). What do you get by participating ? At the end of this study, I will share the results and best practices for value co-creation in IT outsourcing with all the respondents

Guidelines to respond Survey: 

Guidelines to respond Survey Before you start filling out the survey, I would like to give you some information on the survey design. The survey features a “partial save” option. You can save your response at any point in time while filling out the survey. If you do so, you will need to give your Email ID based on which you will receive a mail with a link to reopen the survey to continue. It is always advisable to save in-between. The survey has 3 parts. Part 1 is aimed at collecting inputs on your role, experience and details of the B2B contracts you are associated with or are currently working on. This information is required to classify your inputs based on the respondent and contract profile. I have also tried to customize the survey based on your role and industry (either IT or ITES outsourcing). Part 2 is focused on “Value Outcomes” through which I seek your inputs on the importance of value outcomes based on your experience and the realized value in your contract. Part 3 of the survey is based on “Value Divers”. You may give your views on the importance of value drivers for value co-creation as well for both clients and vendors. Finally, you may share your experience on how each value driver impacts transitional, business and strategic value.   Thank you for your contribution to this research project Thank you