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Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation

Vafeas, Mario; Hughes, Tim


Mario Vafeas
Associate Professor in Applied Marketing

Tim Hughes
Professor in Applied Marketing


Service-dominant logic maintains that value is created collaboratively through a process of resource integration. Knowledge-intensive business services, the context for this study, are heavily dependent on customer resources for the fulfilment of the value proposition. Value co-creation is compromised when resources are not allocated in appropriate quality or quantity. While there is a growing body of research identifying antecedents to customer resource input, few studies investigate how customers might overcome barriers to resource allocation, particularly when faced with competing demands. This article uses a paradox perspective to explore the management of tensions affecting resource allocation. Empirically, we draw on interviews with service providers to identify perceived resource deficiencies, and with customers to explore resource allocation management. We show that it is possible to manage resource allocation tensions by devising novel solutions that integrate the two opposing demands. In addition, these solutions can result in an ‘augmented’ resource, particularly if the service provider is permitted to influence customer resource deployment. Finally, these novel solutions can activate an unintended by-product or secondary resource, enhancing the relationship between provider and customer.

Journal Article Type Article
Journal Industrial Marketing Management
Print ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
APA6 Citation Vafeas, M., & Hughes, T. (in press). Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation. Industrial Marketing Management,
Keywords Co-creation; resource integration; customer resources; paradox; tensions; client–agency engagement


This file is under embargo until Apr 1, 2022 due to copyright reasons.

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