طراحي الگوي هم آفريني ارزش با رويكرد بازاريابي معكوس بنگاه به بنگاه (مورد مطالعه: شركت هاي تعاوني دانش بنيان استان اصفهان)

Abstract In the competitive environment of knowledge-based businesses, value co-creation through a reverse marketing approach refers to purposeful interaction an‎d active collaboration between the buyer an‎d the supplier, with a focus on generating innovative solutions an‎d fostering mutual business growth. In this context, the buyer plays a strategic role by guiding the supplier selec‎tion an‎d management process, thereby creating a platform for effective collaboration an‎d the enhancement of shared value. The aim of this study is to develop a business-to-business value co-creation model based on a reverse marketing approach within knowledge-based cooperative companies in Isfahan Province. The data for this study were collected in two phases: qualitative an‎d quantitative. In the qualitative phase, 13 semi-structured interviews were conducted with experts, managers, an‎d academic professionals. Using thematic analysis, key concepts an‎d themes related to the research variables were extracted an‎d categorized. Subsequently, based on the findings from the qualitative phase an‎d a review of the existing theoretical literature, the conceptual model an‎d research questions were developed. In the quantitative phase, data were collected using a five-point Likert scale questionnaire. The model was then validated using structural equation modeling (SEM) with the help of Smart PLS3 software, based on responses from 308 managers an‎d experts of active knowledge-based cooperative companies in Isfahan Province. According to the research findings, the proposed conceptual framework—developed based on the classification of dimensions an‎d components of value co-creation with a reverse marketing approach in knowledge-based cooperatives—is an outcome of the qualitative phase. Based on the results of thematic analysis an‎d literature review, supplier satisfaction, supplier resource mobilization, supplier relationship management, an‎d supplier innovation contribution were identified as the core variables of the model. The results of structural equation modeling an‎d path coefficients revealed that all these variables have a significant an‎d positive impact on value co-creation through a reverse marketing approach. Among them, supplier relationship management had the greatest effect, while supplier satisfaction had the least.

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