The differences between value propositions following G-D and S-D logic : A multiple case study

Value propositions help companies to communicate their core strategy with stakeholders and shareholders, outlining the approach through which the company aims to attain strategic advantage against its competition. Although the concept of value proposition is a central premise to the S-D logic, there is nevertheless limited agreement and ambiguity surrounding its conceptualization. By analyzing and comparing companies’ value proposition following G-D and S-D logic, this paper aims to contribute to reducing the ambiguity in the literature. The findings of this study suggest that the main differences between value propositions following G-D and S-D logic resides in a company’s intent and effort to communicate with its customers and key stakeholders.