Aligning the value-in-use of B2B and B2G segments with a fitting value proposition from a Service-Dominant Logic perspective

Glassner, J.M. (2017) Aligning the value-in-use of B2B and B2G segments with a fitting value proposition from a Service-Dominant Logic perspective.

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Abstract:A shift from the Goods-Dominant logic to an Service-Dominant logic within marketing practices is perceived within literature. With this comes a changing understanding of value creation as well as a changing perception of the role of the customer. The focus of tangible products and the creation of value in-house has transitioned towards a perspective of emphasizing operant resources and co-creating value together with customers. This implies the need of involving customers within a firm’s value proposition in which the firm is able to better fulfill customer needs and thus, creates a competitive advantage in the long run. This paper aims to fill this research gap by means of a single case study, conducted within the high-tech defense industry, which shall provide further empirical evidence on how value propositions of different customer segments particularly B2B and B2G customer segments are created from a Service-Dominant logic perspective. By analyzing and comparing the current way of offering a product with the fit of customer needs and as a result, proposing a possible future state, insights are gained on how to align the value-in-use of different customer segments with a fitting value proposition based on this new evolving logic. The key contribution of this study resides in providing new perspectives on how this change can be realized for the B2B and B2G customer segments within an high-tech defense company.
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/72840
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