My work focuses on value creation and the active participation of customers in organizations. I investigate how the value can be channelled by firms, with a focus on demand-side strategies. I specifically look at the apprehension of customers as resources within value systems.
Joachim M. (2017), Customers’ Role in Strategic Management: a Source of Competitive Advantage?, in , 77 th Annual Meeting of the Academy of Management, Ada, Ohio etc., Academy of Management Proceedings
Joachim M. (2018), Exploring the Demand-Side Strategy: a Value Creation Perspective, XXVIIème conférence de l'AIMS, Montpellier, France
Joachim M., Abdalla Mikhaeil C. (2018), Channelling strategic value of online customers’ communities, Strategic Management Society 38th Annual Conference, Paris, France
Joachim M. (2017), Customers’ Role in Strategic Management: a Source of Competitive Advantage?, AIMS, 2017, Lyon