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Towards a Service Dominant Value Proposition : A Comparative Analysis between and Goods and Service Logics offerings

Gerrisen, Wouter (2016) Towards a Service Dominant Value Proposition : A Comparative Analysis between and Goods and Service Logics offerings.

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Abstract:For organizations it is highly important to set up an proper value proposition in order to sell their product or service. A value proposition can be defined as a representation of the way how value can be created through products and services a company offers to their various customer segments. There are two different logics in value creation, the goods dominant logic, which emphasizes the features of products and services, and service dominant logic which stresses the serviceability of goods or services in use. In order to understand value propositions both logics do differ fundamentally. Despite the growing interest in the SDL, literature barely describes the practical appliance of the value propositions according to the both logics. Therefore this research gives insight in the core features of value propositions from a goods centered and service centered perspective. This core features are the vital steps in order to create service dominant value propositions. These features are the perception of value creation, the role of the goods, the role of the customer and the firm within value propositions, the perception of price, the communication, collaboration and relationship-building with customers. Within this research the value proposition of different companies is analyzed based on these core features to underpin the theory with practical examples. This thesis starts with a small section introducing the value proposition and the relation to the GD and SD logic. The literature review explains these logics and elaborates the core features. In the method section is explained what kind of research design this thesis makes use of. After that the results are analyzed in order to underpin the practical implications of the features. These will be discussed in the conclusion/discussion part and finally this thesis will end with giving recommendations.
Item Type:Essay
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (50645)
Link to this item:http://purl.utwente.nl/essays/71558
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