Value Co-Creation in Seller-Reseller Relationships

We have all been in such situation: We find ourselves in the position to rethink and shape our arguments and might yet be forced to accept a dissent. Some believe that managers who reconsider their opinion and give up their own standpoint in order to accept contrariety are weak and have 'lost the battle'. Such attitude is quite insufficient when it comes to co-creation and the co-creation of value; in fact genuine democratic action is demanded. Each stakeholder who is involved in a business relation has its individual value perception and every serious business partner should be eager to find the matching value proposition. The author reveals that managers must leave a possibly passive, demanding position and turn into active, part-taking members of the business dyad. Upscale dialogue serves to clarify each side's expectations and abilities and - if performed with a participatory, democratic attitude - co-creation and co-creation of value emerge. The book suggests that contention of arguments should be seen as an expression of strong interest in the subject and in the relationship and not be stigmatized as disregard or cynicism.