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, an exploratory study investigates the willingness of customers to engage with three Swiss premium food brands online and offline, finding that customers are not willing to engage if they are not being offered a unique value proposition.
Abstract: The article discusses different angles of customer engagement phenomenon and aims to provide an outline of the debate within which the phenomenon can be further investigated. It explores in depth the behavioral perspective, as this approach represents one of the prevalent directions of the current debate on customer engagement phenomenon, especially in the social media environment. The behavioral approach is also being adopted in the empirical part. Through an online survey and a focus group, an exploratory study investigates the willingness of customers to engage with three Swiss premium food brands online and offline. The findings suggest that customers are not willing to engage with FMCG brands if they are not being offered a unique value proposition. The study suggests new implications for those brand strategies whose aim is to foster costumer engagement.
57 citations
TL;DR: In this paper, a gap regarding how firms attempt to shape sustainable consumption in practice is identified, and the authors propose a solution to fill this gap. But, the solution is limited in the sense that it focuses on consumer purchasing behaviors.
Abstract: Since sustainable consumption (SC) research focuses primarily on consumer purchasing behaviors, there is a gap regarding how firms attempt to shape sustainable consumption in practice. Utilizing ni ...
57 citations
TL;DR: To compete successfully for a share of the Medicare market, providers must have a cogent strategy that defines their customers and the value proposition for those customers, and shift their focus externally to the consumer's needs rather than their own.
Abstract: The Medicare market is becoming increasingly competitive and uncertain. To compete successfully for a share of the Medicare market, providers must: Have a cogent strategy that defines their customers and the value proposition for those customers Design their services to maximize the benefits of outcomes and service process that are important to consumers Determine the needed structure and infrastructure to put those services in place Marketing research is critical in this regard, as is effectiveness tracking. This approach is different from that usually taken by healthcare providers in the marketplace. It means being strategic rather than tactical and proactive rather than reactive. Most importantly, providers must shift their focus externally to the consumer's needs rather than their own. Finally, this approach requires working together in an integrated organization with common goals.
57 citations
TL;DR: This paper is an attempt to describe some of the value propositions of online communities and to suggest control structures that firms should employ to maximize community value.
Abstract: Online communities are an integral part of the Internet. However, it is not entirely clear exactly what the value propositions of online communities are, and how firms should leverage them. This paper is an attempt to describe some of the value propositions of online communities and to suggest control structures that firms should employ to maximize community value. The general trend that emerges is that, under the conditions described in the paper, firms should take an arms-length approach to the management of online communities.
56 citations
24 Jul 2017
TL;DR: A vertical typology of organizational capabilities is suggested and it is postulate that today's digital environment increasingly requires adaptive capabilities that transcend the traditional notion of dynamic capabilities.
Abstract: Digital transformation requires an altogether new institutional logic and effective response at a requisite organizational level. Sensing and seizing fleeting market opportunities and reconfiguring the business in line with the shifting value proposition requires increasingly specialized resources, more dynamic capabilities, and in-built resilience in the face of change. While Enterprise Architecture (EA) has been suggested to facilitate enterprise transformation, the focus has traditionally been on process standardization and integration rather than on continuous adaptation to the changing business and technological landscape. For EA to have a desired impact, more adaptive conceptualizations of EA that address the requirements of the new digital environment are called for. In this conceptual paper, we explore the implications of digital transformation on enterprise architecture. In particular, we note that existing approaches to EA address integration and coherence within a single organization but typically fall short in the face of complexities pertaining to digital ecosystems. We suggest a vertical typology of organizational capabilities and postulate that today's digital environment increasingly requires adaptive capabilities that transcend the traditional notion of dynamic capabilities. We then investigate how EA can help build flexibility and resilience in the organization.
56 citations