Value proposition

About: Value proposition is a research topic. Over the lifetime, 3582 publications have been published within this topic receiving 88855 citations.

Maneuvering in Poor Visibility : How Firms Play the Ecosystem Game when Uncertainty is High

Abstract: Innovation ecosystems are increasingly regarded as important vehicles to create and capture value from complex value propositions. While current literature assumes these value propositions can be known ex-ante and an appropriate ecosystem design derived from them, we focus instead on generative technological innovations that enable an unbounded range of potential value propositions, hence offering no clear guidance to firms. To illustrate our arguments, we inductively study two organizations, each attempting to create two novel ecosystems around new technological enablers deep in their industry architecture. We highlight how ecosystem creation in such conditions is a systemic process driven by coupled feedback loops, which organizations must try to control dynamically: firms first make the switch to creating the ecosystem following an external pull to narrow down the range of potential applications; then need to learn to keep up with ecosystem dynamics by roadmapping and preempting, while simultaneously enacting resonance. Dynamic control further entails counteracting the drifting away of the nascent ecosystem from the firm's idea of future value creation and the sliding of its intended control points for value capture. Our findings shed new light on strategy and control in emerging ecosystems, and provide guidance to managers on playing the ecosystem game.

Transitioning from a goods‐dominant to a service‐dominant logic: Visualising the value proposition of Rolls‐Royce

Abstract: Purpose: The purpose of this paper is to present a visualisation of the firm's offering from a service-dominant logic (S-DLogic) perspective. The case of Rolls-Royce is presented as an avenue through which to explore an alternative view of the firm's value proposition, a visualisation informed by S-DLogic that could aid organisations in their transition from goods-dominant logic (G-DLogic) to S-DLogic. Design/methodology/approach: Through integration of an operations management approach in process mapping and design and simulation with choice modelling in business-to-business marketing, this paper operationalises some of the key aspects of S-DLogic, most notably focusing on the constructs of value and resources. This is explored through a single case; Rolls-Royce which provides access to a rich source of internal and customer data. Findings: The study finds that the S-DLogic visualisation of the firm's value proposition in equipment-based service consists of its contribution to 11 value-creating activities towards value-in-use. The visualisation depicts both the highest possible bundle of benefits for the customer along with the resources and their costs associated with delivering those bundles. When brought together these enable the identification of the optimal bundle of value-creating activities from both customer and firms' perspective. Originality/value: This paper provides empirical evidence of the difference between a G-DLogic and S-DLogic view of the firm's value proposition. In doing so, extending existing literature on S-DLogic by contributing to a methodological and empirical gap. Notably, it makes abstract concepts of S-DLogic concrete, providing a pathway for future empirical work and begins the process of systematising a methodology in S-DLogic. © Emerald Group Publishing Limited.