Iranian communities e-business challenges and value proposition design

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amir Emami ◽  
Elahe Farshad Bakhshayesh ◽  
Gadaf Rexhepi
Keyword(s):  
Global Economy ◽  
Comparative Method ◽  
Personal Data ◽  
Online Marketing ◽  
Value Proposition ◽  
Content Type ◽  
Network Equipment ◽  
Value Propositions ◽  
Internal And External Factors ◽  
Sustainable Economic Growth

Purpose This paper aims to identify and examine the internal and external factors that e-business communities in Iran grapple with within value proposition design. Design/methodology/approach Although the world and global economy have been vastly affected by the financial crisis and the competitive market, most businesses and trade lines are growing significantly by the power of online marketing and e-trades. However, this process is somehow different in the Iranian market. Using literature review and combining it with the casual-comparative method, this study first reviews the literature on the business model and value proposition design and then shows the main challenges Iranian entrepreneurs face in starting their e-business, especially at the time of severe economic, political sanction. Findings This paper attests to two categories of external and internal obstacles to entrepreneurs in the country. Some internal challenges point to obstacles and problems such as poor infrastructure in technology and network equipment, the security of personal data exchanges, improper infrastructure, including the speed of the internet and its bandwidth limit and lack of programming expertise. In the case of external barriers, this paper addresses the economic sanctions and restrictions that have been imposed on internet businesses. Originality/value In this study, the authors intend to identify the challenges of internet businesses in Iran and provide effective solutions for creating new value propositions resulting in rapid and sustainable economic growth.

Rethinking value proposition tools for living labs

2017 ◽  
Vol 27 (5) ◽  
pp. 1024-1039 ◽  
Author(s):  
Anne Äyväri ◽  
Annukka Jyrämä
Keyword(s):  
Empirical Research ◽  
Conceptual Analysis ◽  
Abductive Reasoning ◽  
Value Proposition ◽  
Content Type ◽  
The People ◽  
Living Lab ◽  
Value Propositions ◽  
Living Labs

Purpose The purpose of this paper is to provide a conceptual analysis on value proposition tools to be used in future empirical research and in building managerial insight. The conceptual analysis focusses on a living lab framework and recent theoretical developments around the concept of value that are reflected in the context of three managerial tools for creating value propositions. Design/methodology/approach Using abductive reasoning, the descriptions of the tools were analysed as cultural texts, as language-in-use in a social context. Findings In the context of the living labs approach, the Value Proposition Builder™ (VPB) seems to conflict with the ideas and premises of user-centric innovation processes. In the Value Proposition Canvas (VPC), the co-creation aspect is rather vague, as the enterprise and its offerings are presented as creators of value for the customer. Thus, this tool somewhat contradicts the living lab approach. The People Value Canvas (PVC) is aligned with the service-dominant logic and the premises of living labs. However, all three tools largely neglect a deeper acknowledgement of the role of the wider context, the service ecosystem, and the role of networked actors as resource integrators. Moreover, none of the tools explicitly point out the role of enterprises as intermediaries in constructing invitations for value co-creation. Originality/value The paper contributes to the SDL and living labs literature by conceptual analysis on different value proposition tools; the VPB™, the PVC, and the VPC which are relevant for academics as well as practitioners creating new understanding and insights on the connectedness of the living labs framework and SDL as well as their relationship to managerial tools. By identifying the absent elements of S-D logic from managerial value proposition tools, the paper contributes to current discussions by giving attention from scholars towards investigating managerial tools and by providing a new conceptual analysis for future empirical research. The critical analysis of the managerial tools contributes to managerial practice by emphasising the need to consciously evaluate the benefits and failures of tools for developing their organisations.

Developing superior value propositions: a strategic marketing imperative

2014 ◽  
Vol 25 (2) ◽  
pp. 213-227 ◽  
Author(s):  
Adrian Payne ◽  
Pennie Frow
Keyword(s):  
Financial Services ◽  
Case Study Research ◽  
Value Proposition ◽  
Content Type ◽  
Study Research ◽  
First Case ◽  
Value Propositions ◽  
Business To Consumer ◽  
Industry Sectors

Purpose – Scholars identify the value proposition as representing the essence of strategy and the firm's single most important organizing principle. However, research suggests less than 10 per cent of companies formally develop value propositions. The purpose of this paper is to undertake case study research investigating the process by which leading companies develop their value propositions. Design/methodology/approach – The research identifies that the financial services and telecommunications vertical markets are viewed as the highly sophisticated industry sectors in terms of customer management. These industry sectors are selected for investigation. The paper develops case studies of two companies’ approaches to developing value propositions in the business-to-business (B2B) and business-to-consumer (B2C) sectors within these vertical markets. Findings – This paper contributes to the marketing literature by examining how two large and complex service enterprises have adopted structured processes for developing innovative value proposition within the B2B and B2C sectors. The authors argue that innovation in value proposition development represents a substantive opportunity for marketing to reassert its influence in the boardroom. Practical implications – This case study research provides guidelines of the processes by which enterprises can successfully develop innovative value propositions. Originality/value – This research is considered to be the first case-based academic exploration of the formal processes by which large organizations develop value propositions.

scholarly journals Servitization and operations management: a service dominant-logic approach

2014 ◽  
Vol 34 (2) ◽  
pp. 242-269 ◽  
Author(s):  
Laura Smith ◽  
Roger Maull ◽  
Irene C.L. Ng
Keyword(s):  
Enterprise Resource Planning ◽  
Value Creation ◽  
Operations Management ◽  
Resource Planning ◽  
Call Centre ◽  
Value Proposition ◽  
Content Type ◽  
Systems Perspective ◽  
Product Service ◽  
Value Propositions

Purpose – The purpose of this paper is to provide further insight into operations management of the product-service (P-S) transition, known as servitization, and the resulting product service system (PSS) offerings. In exploring the P-S transition, this paper adopts a service-dominant (S-D) logic view of value creation, using it as a lens through which to explore value propositions of the P-S transition and their operations design. Design/methodology/approach – This paper presents an in-depth case study of an original equipment manufacturer of durable capital equipment who, over the last five years, has expanded its offerings to include use- and result-orientated PSS. The research design uses a multi-method approach; employing 28 in-depth qualitative interviews with customers and employees and analysis of texts, documents and secondary data including five years of enterprise resource planning (ERP), call centre and contract data. Findings – The paper identifies ten generic P-S attributes that are abstracted into four nested value propositions: asset value proposition; recovery value proposition; availability value proposition; and outcome value proposition. In examining the operations design for delivery of these value propositions, it is found that the role and importance of contextual variety increases as the organisation moves through the value propositions. Interdependencies amongst the value propositions and differences in operational design for each value proposition are also found. Research limitations/implications – The paper investigates PSS through a S-D logic mindset. First, the paper considers value propositions of PSS not according to “product” or “service” but in terms of how resources (both material and human) are optimally designed to co-create customer value. Second, a value co-creation system of nested value propositions is illustrated. In so doing, the findings have a number of implications for literature on both PSS and S-D logic. In addition, the research adds to the PSS literature through the identification and consideration of the concept of contextual use variety. Practical implications – The paper demonstrates the complexity of the transition from product to service. Specifically, service cannot be seen as a bolt-on extra to their product offering; complexity caused by interactions and changes to the core offering require a systems perspective and consideration of both firm and customer skills and resources. Originality/value – This paper extends existing literature on the P-S transition and its implications for operations management. Notably, it takes an S-D logic perspective of value creation and in so doing highlights the importance and role of contextual use variety in the P-S transition. It also provides further empirical evidence that the P-S transition cannot be treated as discrete stages but is evolutionary and requires a complex systems perspective.

scholarly journals Evolving value propositions in knowledge-intensive business services

2018 ◽  
Vol 33 (8) ◽  
pp. 1153-1164 ◽  
Author(s):  
Eija-Liisa Heikka ◽  
Satu Nätti
Keyword(s):  
Customer Relationships ◽  
Customer Relationship ◽  
Value Proposition ◽  
Business Services ◽  
Content Type ◽  
Knowledge Intensive Business Services ◽  
Comprehensive Picture ◽  
Value Propositions ◽  
Knowledge Intensive ◽  
Context Specific

Purpose The purpose of this paper is to explore what value dimensions and related value components are highlighted in the value proposition of knowledge-intensive business services (KIBS), both at the relationship and project levels, how value propositions can differ between new and established customer relationships, and finally what is characteristic to the evolution of value proposition in the KIBS context. Design/methodology/approach This study uses a comparative, qualitative multiple case study method. Findings The aim is to offer a comprehensive picture of the variety of value components in KIBS relationships, likewise, how the nature and composition of value proposition changes as a relationship evolves from conducting a single project toward a more established customer relationship. Individual experts seem to possess a crucial role in that development. Originality/value This study contributes theoretically by providing insights into the current literature on core dimensions and components of value propositions in this specific context, and differences there can be between new and established customer relationships. The study also offers much-needed, context-specific knowledge of knowledge-intensive services for managers. Empirically, these findings reflect the perspectives of both the service provider and four of its customers, ensuring a multi-sided description of the phenomenon.

scholarly journals Why can CSR seem like putting lipstick on a pig? Evaluating CSR authenticity by comparing practitioner and consumer perspectives

2020 ◽  
Vol 11 (4) ◽  
pp. 329-346 ◽  
Author(s):  
Audra Diers-Lawson ◽  
Kerry Coope ◽  
Ralph Tench
Keyword(s):  
Social Responsibility ◽  
Design Methodology ◽  
Comparative Method ◽  
Consumer Attitudes ◽  
Value Proposition ◽  
Content Type ◽  
Factors Influencing ◽  
Constant Comparative Method ◽  
Consumer Perspectives ◽  
Stakeholder Attitudes

Purpose The purpose of this paper is to explain and better understand some of the challenges and even contradictions in relationships between CSR and stakeholder attitudes by comparing consumer and practitioner perspectives on social responsibility, its role in organisations and its influence on consumer attitudes towards companies. The objective is to understand and evaluate factors influencing the authenticity of social responsibility as a contributor to an organisation’s value proposition. Design/methodology/approach Focus groups of consumers and practitioners (N = 39) were asked to explore CSR in a semi-structured discussion. Themes were analysed using a constant comparative method. Findings These data suggest that rather than existing on a continuum of authenticity, there are clear paths emerging for CSR efforts to be deemed authentic versus inauthentic that can begin to better explain the often-contradictory findings with regard to consumer attitudes towards CSR and an organisation’s value proposition. Consumer efficacy to influence an organisation and localised CSR emerge as critical determinants for evaluations of CSR as authentic. Further, these data also suggest practitioners may not understand consumer motivations and attitudes about CSR. Originality/value These data provide new insights into evaluations of CSR to explain when and why it can fail to meet its objectives. Ultimately, these data produce testable models for authentic (i.e. motivator) and inauthentic (hygiene) consumer judgements about CSR and draw implications for CSR leadership, learning and management.

Attributes of apparel tablet catalogs: value proposition comparisons

2014 ◽  
Vol 18 (3) ◽  
pp. 321-337 ◽  
Author(s):  
Tracie (Tsun-Yin) Tung ◽  
Tun-Min (Catherine) Jai ◽  
Leslie Davis Burns
Keyword(s):  
Decision Making ◽  
Longitudinal Study ◽  
Design Methodology ◽  
Descriptive Analysis ◽  
Mobile Commerce ◽  
Value Proposition ◽  
Content Type ◽  
Value Propositions ◽  
Practical Implications

Purpose – To comprehend tablet catalog marketing, the purpose of this paper is to obtain an integrated descriptive analysis of tablet catalogs and to compare the value propositions between retailers’ and aggregators’ applications (apps). Design/methodology/approach – A total of 28 tablet catalog apps were content analyzed in terms of interface attributes. Next, based on the results, a χ2 analysis was applied to compare the value proposition between retailers and aggregators. Findings – The result showed that the value propositions of retailers and aggregators were significantly different in the Context, Customization, and Communication dimensions. In addition, the incongruence of emphasized dimensions among retailers is larger than that among aggregators. Research limitations/implications – Because mobile commerce exhibits fast-changing dynamics, the results from collected data may vary in different periods. However, the present results may provide a baseline of longitudinal study. The 8Cs framework expanded from the 7Cs framework may be applied to other studies. Practical implications – Retailers who attempt to engage in tablet catalog marketing may use the information and findings to facilitate their decision making. The list of the attributes can be a benchmark for a retailer to evaluate its current tablet catalog app or be a reference for those retailers who are planning to develop one. Originality/value – This study identified and demonstrated a need of adding a new “C,” Control, in the previous framework and introduced the expanded framework. In addition, this study provided a set of findings for further research in the area.

The development approaches to tourist value propositions of small cities

2018 ◽  
Vol 10 (4) ◽  
pp. 498-509 ◽  
Author(s):  
Svetlana Berezka ◽  
Mikhail Y. Kolkov ◽  
Elena V. Pereskokova
Keyword(s):  
Value Proposition ◽  
Small Cities ◽  
Content Type ◽  
The Sustainable Development ◽  
Study Approach ◽  
Event Marketing ◽  
Vladimir Region ◽  
Value Propositions ◽  
Practical Implications

Purpose This paper aims to analyze the modern approaches to the development of tourist value proposition and to discuss relevant cases of small cities in Russia. Design/methodology/approach The paper uses a case study approach based on the experience in Vladimir Region with respect to government and its support for tourism development. Findings Based on the analysis of the main approaches to the development of tourist value propositions of small cities, the experience of the Vladimir Region is used to discuss composite tourist products that combines different values for tourists. Practical implications Several recommendations are offered for developing and improving the tourist value propositions of small cities, including clear positioning of a destination from competitors, communicating values that are of high interest to target segments, event marketing, extension of tourist experiences and networking of small cities that can contribute to the composite tourist value proposition. Originality/value The main output of this paper is to provide understanding of approaches to developing tourist value propositions for small cities that can be used in transitional economies to contribute to the sustainable development of the territory, based on the experience of the Vladimir Region, Russia.

The role of salesperson emotional behavior in value proposition co-creation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Catherine Johnson ◽  
Timo Kaski ◽  
Yvonne Karsten ◽  
Ari Alamäki ◽  
Suvi Stack
Keyword(s):  
Emotional Behavior ◽  
Value Proposition ◽  
Content Type ◽  
Sales Team ◽  
Video Recordings ◽  
Value Propositions ◽  
Micro Level ◽  
Practical Implications ◽  
Insight Into

Purpose This paper aims to focus on how salespeople use emotions to build connections and facilitate value proposition co-creation (VPCC) in B2B complex services sales. Design/methodology/approach This paper uses video recordings of authentic B2B sales meetings in a two-part qualitative study. Findings This paper proposes a set of salesperson emotional behaviors that influence the co-creation of value propositions with customers. This paper uncovers five salesperson emotional behavior archetypes influencing VPCC. Research limitations/implications This study advances the value proposition literature by linking salespeople’s emotional behaviors with micro-level activities in the collaborative crafting of value propositions. The unique methodology may encourage researchers to apply video recordings in future studies. Practical implications The study provides managerial guidelines for improved selling competence and sales team organization. Originality/value This study’s findings represent a new insight into the actual manifestations of salesperson emotional behaviors that are commonly discussed but rarely observed directly.

scholarly journals Does communicating the customer’s resource integrating role improve or diminish value proposition effectiveness?

2017 ◽  
Vol 28 (4) ◽  
pp. 618-639 ◽  
Author(s):  
Sara Leroi-Werelds ◽  
Sandra Streukens ◽  
Yves Van Vaerenbergh ◽  
Christian Grönroos
Keyword(s):  
Resource Availability ◽  
Purchase Intention ◽  
Customer Value ◽  
Empirical Support ◽  
Direct Interaction ◽  
Role Clarity ◽  
Value Proposition ◽  
Content Type ◽  
Value Propositions

Purpose The purpose of this paper is to examine whether explicitly communicating the customer’s resource integrating role in value propositions improves or diminishes value proposition effectiveness. Design/methodology/approach Based on existing research on value propositions, three effectiveness criteria are used: role clarity, expected customer value, and purchase intention. Two experiments manipulating the presence of the customer’s resource integrating role in value propositions test the conceptual model in both an indirect interaction (Study 1, toothpaste, n=207) and a direct interaction context (Study 2, fitness program, n=228). Additionally, Study 2 includes the moderating role of resource availability. Findings Explicitly communicating the customer’s resource integrating role in value propositions increases customers’ role clarity, which in turn influences customer’s attitude toward the service and purchase intention through a service-related (i.e. expected benefits and expected efforts) and an ad-related (i.e. ad credibility and attitude toward the ad) route. However, these results only hold for customers high in resource availability. Originality/value This research provides initial empirical support for the often-stated claim that value propositions should include the (potential) value of the offering as well as the (resource integrating) role of the customer. Taking a broader perspective, this research provides initial empirical support for recent calls to develop marketing communication practices that facilitate value-in-use. This paper’s findings show that adopting service logic in marketing communications seems to improve value propositions’ effectiveness.

Country of origin branding: an integrative perspective

2016 ◽  
Vol 25 (4) ◽  
pp. 322-336 ◽  
Author(s):  
Roderick J. Brodie ◽  
Maureen Benson-Rea
Keyword(s):  
Country Of Origin ◽  
Theoretical Framework ◽  
Illustrative Case ◽  
Business Relationships ◽  
Content Type ◽  
Brand Meaning ◽  
Value Propositions ◽  
Illustrative Case Study ◽  
Strategic Perspective

Purpose A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning. Design/methodology/approach A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions. Findings An illustrative case study provides empirical evidence to support the new theoretical framework. Research limitations/implications Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks. Practical implications Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image. Originality/value Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

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