New conceptual approach to risk management: How to manage organisational capabilities with the intention of reducing risk?

摘要

The rapidly changing marketing environment, the need for ongoing innovation significantly increase the perceived risk on the side of the sellers and the buyers particularly in the B2B and B2G service areas. The management of the bilateral risk is of high importance, as it has a large impact on buyers' satisfaction. Therefore the understanding of the nature of the risk in the service process is an outstanding research task. The matter becomes even more relevant in the case of projects where the success of the transaction is uncertain until it is completed. This research, launched at the beginning of 2010, focuses on issues in the management of bilateral risk by investigating the factors influencing the perceived risk of the actors, putting emphasis on the competences. The research helps to develop a conceptual model on the risk perception of the buyers. This conceptual model, in turn, can help project suppliers understand the type and nature of the risks that buyers face at various stages of a project. Furthermore, by understanding the buyer's risk perception, suppliers can identify the type of competences and forms of communication they need in order to satisfy the buyer. The authors are presenting a working paper intending to convey the preliminary results of their ongoing research. The research results show that the unique character of the projects raises new business problems and at the same time increases the perceived risk level of both parties. The focus group interviews show that the project actors try to reduce the perceived risk with the help of client oriented process planning, demonstrating capabilities and effective communication.