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The creation of value propositions from a customer value-in-use perspective : a conceptual framework

Veen, R. ten (2018) The creation of value propositions from a customer value-in-use perspective : a conceptual framework.

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Abstract:Literature emphasises the importance to reshape traditional business models and to offer downstream systems and services. This servitization movement is relevant, since it becomes more challenging to offer value and to compete on a core product level. Moreover, a shift in the value-creation within marketing took place. Instead of being the ‘target’ for suppliers, the customer takes the role of co-creator and develops his own value. Therefore, value propositions are made through cooperation between supplier and customer. In this process, the creation of a value proposition is a continuously process wherein the customers value-in-use is identified, redefined and optimised. However, in the literature, no conceptual framework can be found that includes the field of servitization and customer value-in-use to create customised value propositions. Therefore, the following research question was formulated: “How can the supplier define customer solutions based on a customer value-in-use perspective and what are the consequences for value propositions?” Within this study, a framework is proposed that includes the process of the supplier, the customer and the cooperation. The concepts of the framework are derived from an understanding of studied literature and empirical data from a case study. This data was collected through supplier and customer interviews. The participants were selected on basis of their knowledge, relationships and expertise regarding the research subject. The gathered data is analysed by coding and gave content to the concepts. The conceptual framework is a guide and supportive tool in the creation of customised value propositions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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