How companies adjust their value proposition over time : the role of environmental dynamics, managerial decision and learning

Dickmänken, J.S. (2017) How companies adjust their value proposition over time : the role of environmental dynamics, managerial decision and learning.

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Abstract:Organizations often tend to lack awareness and thus underestimate the importance of value proposition adjustments over time. The rising importance of value proposition adjustments has shifted the focus of marketing operations away from a product-centered and towards a customer-centric approach. This paper aims to provide new insights on the impacts of managerial decisions, environmental dynamics and organizational learning on companies’ value propositions over time. Furthermore, it aims to increase managers’ awareness for the immense importance of adjusting value propositions and internal processes to stay competitive. It does so by comparing a single case company’s value proposition adjustment approach of three distinct periods, from 2008 until 2017, by using the Temporal Bracketing Strategy for process research. The results reflect to a high degree the existing body of literature’s appeal to emphasize dynamic and adaptable value propositions in order to foster customer relationships and customer satisfaction. However, the findings further link the previously underestimated impact of organizational learning over time to the value proposition adjustment process. The paper further suggests that companies should align their internal processes in accordance to their customer-centric value proposition in order to achieve the best results and that this can best be achieved by increasing companies’ overall awareness for the importance of value proposition adjustments.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72643
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