Value proposition

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

Research Challenges in Digital Marketing: Sustainability

Abstract: Great progress has been made in the field of marketing and sustainability. Nevertheless, there is still an important gap between the behavior and beliefs of society and markets about sustainability, and companies’ capability to understand and face this trend. Digital marketing is key to filling this gap. However, research in digital marketing and sustainability is very scarce. The purpose of this research is to examine the literature in the subject, since 2009 until 2018, and to elaborate a research agenda about digital marketing and sustainability. Through a previous analysis based on bibliometrics, a research agenda has been developed that shows the main challenges for the digital marketing and sustainability field: (1) customer orientation and value proposition; (2) digital consumer’s behavior; (3) digital green marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work contributes to the development of the research in digital marketing and sustainability, suggesting various challenges for the field that lead to future lines of research, and favoring the development of a new research approach capable of reducing the existing gap between society and business on sustainability issues.

Triadic Value Propositions: When It Takes More Than Two to Tango

Abstract: Value propositions are reciprocal resource-integration promises and value alignment mechanisms operating to and from actors seeking an equitable exchange. In a business triad, any change in the relationship between two actors also affects relationships with the third actor, influencing resource integration and value creation at the value constellation level. This study of the development of a triadic value proposition analyzes how the discontinuous effects of a new service initiative alter the relationships among actors in a manufacturer-dealer-user triad. A qualitative empirical inquiry examines a 10-year process, in which a leading industry incumbent enters the service business by crafting a triadic value proposition. As the value proposition evolves over time, the network ties-and thus the interdependence among manufacturer, dealer, and user-strengthen. The findings offer firms a better understanding of how to involve and collaborate with key actors to initiate discontinuous changes at the firm and network levels. These insights are particularly timely in light of the difficulties that product firms face when intermediaries are decisive for the success of their service-led growth initiatives.

Sustainable institutional entrepreneurship in practice: Insights from SMEs in the clean energy sector in Tuscany (Italy)

Abstract: The purpose of this paper is to illustrate how sustainable entrepreneurs (SEs) address the regulative, normative and cultural-cognitive institutional pillars when operating in conservative contexts. It aims to study in depth the use of sustainable innovation (SI) as a means of increasing legitimacy within the institutions, thus triggering an institutional change.,The paper opted for an exploratory study on the Tuscan geothermal heat pumps market, which presents a promising but still largely unexploited sustainability potential despite its low institutional support, using the open-ended approach of grounded theory. The data include interviews and archive data, such as newspapers, magazines.,The paper provides empirical insights on how sustainable institutional entrepreneurs (SIEs) have developed innovative business models based on direct relationship with the final customers and strategic partnerships as a means of increasing legitimacy within the normative and cultural-cognitive institutions, and subsequently in the regulative institutions, through: innovative value propositions aimed at changing industry norms and social beliefs; increasing the private benefit of innovative sustainable business models in order to trigger imitation dynamics; inter-sector strategic partnerships sharing the same sustainability objectives; the inclusion of the relevant actors in relation to the social norms and cultural-cognitive barriers in a value proposition. On the basis of these findings a model has been developed.,The study enriches the sustainable entrepreneurship research stream by providing empirical evidence on how SEs foster changes in the three institutional pillars with SI. It also contributes to the institutional entrepreneurship research by extending the results of previous studies regarding institutional tactics.,The paper could help SIEs prioritizing changes in value propositions and strategic partnerships to create market-based coalitions, as a means of institutional legitimization for SI.,The study illustrates the relationship between the sustainable institutional entrepreneurial practices and each institutional pillar, including the cultural-cognitive institutions, which have been neglected in previous research. This allows formulating five key propositions that guide SEs in succeeding as both sustainable and institutional entrepreneurs.

Agility: A Crucial Capability for Universities in Times of Disruptive Change and Innovation.

Abstract: Government funding cuts have provided a new impetus to Australian universities to re-examine their value proposition and corporate focus. While the sector has gone through waves of change in recent times, institutions are now scrambling for their place in a highly competitive market. Institutions explore new revenue opportunities and digital transformation to achieve cost savings and efficiencies. The digital world is driving innovation and continuous change at such a rapid and random rate that universities are struggling to keep up with demand.