Topic
Value proposition
About: Value proposition is a research topic. Over the lifetime, 3582 publications have been published within this topic receiving 88855 citations.
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TL;DR: In this paper, the authors identify four distinct market-driving processes based on the level of the entity driving the market and the type of change being driven: the Pied Piper; the Guild; the Evangelist; and the Apostles.
21 citations
TL;DR: In the context of consumer culture, Karababa and Kjeldgaard as discussed by the authors pointed out that markets are social/cultural constructions and what is created is a system of meanings, especially in the global and cross-cultural environments.
Abstract: It is well known that markets are value creating economic, social and cultural systems. In marketing, Sydney Levy originally proposed symbolic value as the notion underlying consumption activity. This was followed by Kotler's elaboration of customer value or customer satisfaction as the basis and justification for marketing. We have also seen the emergence of exchange value and use value in the works of Bagozzi and Holbrook respectively as the corner stone of all marketing and consumption activities. More recently, with the emergence of brand marketing globally, Penaloza and Venkatesh introduced the notion of sign value, asserting that the market economy is tending toward a sign economy. Thus markets are viewed as social/cultural constructions and what is created is a system of meanings, especially in the global and cross-cultural environments. It is in the broad context of established works and more specifically in the context of consumer culture that we comment on Karababa and Kjeldgaard's article in th...
21 citations
DOI•
30 Dec 2015
TL;DR: In this article, the authors identify the factors of business model that form Value Proposition of farmers' market customers in the areas of (1) Products/services, (2) Gain Creators and (3) Pain Relievers.
Abstract: The goal of the research is to identify the factors of business model that form Value Proposition of farmers' market customers in the areas of (1) Products/Services, (2) Gain Creators and (3) Pain Relievers. The examined factor areas are based on the creation of a Value Proposition Canvas. Primary data were acquired through the method of questionnaire survey with 217 customers shopping at the farmer's market. The questionnaire was distributed in person. The most important Customer Jobs are identified as stocking up on fresh and healthy food and feeling good about the purchases; the most important Gain Creators are fresh and healthy food and the most important Pains are higher prices and inconvenient opening hours. Its results are five general recommendations for market sellers and organizers. It was also found that farmers' market customers made personal benefits a greater priority, much more than factors with a wider social scope.
21 citations
21 citations
TL;DR: In this paper, the originator of the concept of co-creation of unique value with customers explained how it works in theory and practice and pointed out that if we accept the role of the consumers in helping us create their own experience then finding new markets is not all that onerous.
Abstract: Purpose – Strategy & Leadership asked the originator of the concept of co‐creation of unique value with customers to explain how it works in theory and practice.Design/methodology/approach – Questions for this interview were prepared by both academics familiar with C.K. Prahalad's concepts and managers struggling to innovate new value propositions.Findings – Co‐creation theory asks a basic question. What if: Consumer ≥ the Firm? Instead of assuming that their firm can innovate unilaterally, managers are learning to depend on the consumers to be involved. They shift from product innovations to experience innovations.Research limitations/implications – Case studies of the development of new experienced‐based value propositions need to address issues such as sustainability of competitive advantage.Practical implications – The theory points the way to new growth opportunities. If we accept the role of the consumers in helping us create their own experience then finding new markets is not all that onerous. Loo...
21 citations