Exploring the value of a resource across contexts

Scholars are increasingly recognizing the importance of contextual elements in determining the value of resources in business to business markets. This value, in fact, depends from how resources are used and combined within different interaction contexts. To stress this point, the concept of value in context has been recently developed; however, it is quite common that resources move from one context to another one. Given the multiplicity of contexts a resource is used this paper is aimed at identifying the key elements that determine the value in use of a resource across different contexts. Empirically, we studied the case of Gottifredi Maffioli Group (GMG), a company that operates in the business of ropes for yachting and which is moving to other business exploring new application of the rope. In particular, we made 47 interviews in the company’s business network. The study will find out that considering the value of a resource across contexts implies managing some key elements: technological aspects, meanings associated to the resource, the value for the user, and to activate the network.