The customer value proposition: evolution, development, and application in marketing

Payne, Adrian; Frow, Pennie; Eggert, Andreas

doi:10.1007/s11747-017-0523-z

Cited by 323 publications

(327 citation statements)

References 87 publications

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“…The concept of value has proved difficult to define, despite the considerable attention focused on value in marketing literature and by practitioners (Johnston 2014;Payne et al 2017). Leszinski and Marn (1997, p. 99) state that: 'Value may be one of the most overused and misused terms in marketing and pricing'.…”

Section: Service Dominant Logic and The Move To Value In Usementioning

confidence: 99%

“…A value proposition can be seen as a promise of value sometime in the future (Johnston 2014;Payne et al 2017;Vargo & Lusch 2008). The value proposition concept occurs increasingly in management literature and developing a value proposition is seen by some authors as a critical strategic issue for marketing managers (Payne & Frow 2014).…”

Section: Origins Of Value Propositionsmentioning

confidence: 99%

“…A number of authors have attempted to classify value propositions (Anderson et al 2006;Ballatyne et al 2011;Payne et al 2017), Ballatyne et al (2011) take a temporal view of value propositions from the inception of the value proposition concept with Bower and Garda (1985): Given that the focus of my thesis is on B2B customers I will draw out the relevant classifications pertaining to business customers as other stakeholders are not part of the scope of my research. Ballatyne et al (2011) classify early value propositions attributed to Mc Kinsey consultants Bower and Garda (1985) and built on by Lanning (1988) as suppliercrafted value propositions where value is communicated to a customer in the form of a marketing offer that should aim to be superior to competitors.…”

Section: Classification Of Value Propositionsmentioning

confidence: 99%

“…In this section I will provide a review of the extant Value Proposition (VP) literature which is generally concerned with how value is framed by a supplier and presented to the customer prior to purchase (Anderson et al 2006;Ballatyne et al 2011;Payne et al 2017). After outlining the origins and classification of value propositions, through development in VP literature I will build on the earlier discussion of SDL as it relates specifically to value proposition production (Vargo & Lusch 2004).…”

Section: Introduction To Value Proposition Literaturementioning

confidence: 99%

“…value propositions was certainly timely as the Marketing Science Institute (2010,2014) identified customer value as a research priority for the marketing community (Payne, Frow & Eggert 2017). Around the same time B2B managers voted value quantification and communication as the number one trend in a 2011…”

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confidence: 99%

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How do sales and marketing produce business to business value propositions?

Kelly¹

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In my thesis I set out to provide an explanation of how sales and marketing works together to produce business-to-business (B2B) value propositions. My thesis is grounded in the discipline of marketing and draws substantively on Sales and Marketing Interface (SMI) and Value Proposition literature.I deployed a novel research methodology in which an Engaged Scholarship approach was combined with a Critical Realist philosophy and an individual actor focus. Twenty-One B2B sales and marketing practitioners were interviewed and a thematic analysis of interview transcripts was undertaken. Analysis was informed by extant SMI and value proposition literature and outwith literature from fields such as theology and anthropology.I found that value proposition production at the SMI is a much more dynamic process than depicted in extant literature. I found a much more fragmented and tribal view of sales and marketing identity in contrast to the holistic, monolithic entities portrayed in extant literature. Enablers and barriers to SMI value proposition production were found to be 'below the surface' issues related to identity, contextualisation, and actor thought worlds.My thesis provides a unique view of value proposition production at the SMI. I have moved the conversation forward from a functional level dyadic view of SMI interactions to a much more dynamic depiction of how fragmented marketing and sales actors work to produce value propositions.I provide models for depicting non-normative causal mechanisms for SMI value proposition production moving the discussion forward from the normative factors that dominate extant literature.3

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Section: Service Dominant Logic and The Move To Value In Usementioning

confidence: 99%

Section: Origins Of Value Propositionsmentioning

confidence: 99%

Section: Classification Of Value Propositionsmentioning

confidence: 99%

Section: Introduction To Value Proposition Literaturementioning

confidence: 99%

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confidence: 99%

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How do sales and marketing produce business to business value propositions?

Kelly¹

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Re‐examining the functioning of educational markets: Does the private‐subsidised sector contribute to school diversification?

Carrasco,

Gutiérrez

2023

British Educational Res J

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This article offers new empirical evidence regarding the limits of the premises of educational privatisation policies. Educational markets rely on the assumption that private participation has the potential to boost school diversification and open new educational opportunities for students from disadvantaged backgrounds. Using a fresh empirical approach, we draw on the Chilean case to investigate this rationale, which remains a controversial issue in the global educational discussion regarding privatisation. We examine the assumption of diversification by analysing three aspects: the attributes used by private subsidised schools to position themselves in the educational market (‘Value Proposition’), the extent to which they embody these stated attributes and the alignment between them and parental preferences. Based on surveys and administrative records, our findings suggest that although schools display clear identities to position themselves in the educational market, there is also a mismatch between what some types of schools offer and what families receive. Our data also reveal a high level of social stratification between school types which cannot only be explained based on parental preferences or school admissions. We interpret the unfulfilled promise of diversification as a failure in the privatisation process. Based on these findings, we discuss the policy‐related factors of incoherent and unequal diversification in the Chilean educational system.

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Circular solutions in developing countries: Coping with sustainability tensions by means of technical functionality and business model relevance

2022

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To foster sustainable development, transition to circular economy should happen globally. Lately, however, the implementation of circular solutions has been particularly slow in the developing countries where these solutions could bring about particularly positive changes. A successful circular solution couples technical functionality with business model relevance. In developing countries, the implementation of circular solutions reveals sustainability tensions that originate in resource scarcity, institutional voids, and market affordability. We have studied implementation of circular solutions that small companies operating in these conditions have developed. The systematic analysis of 79 cases shows how sustainability tensions influence on companies' everyday business conduct and their long-term strategic orientation toward circular economy. We have also identified commonly applied business model features that allow companies to cope with the sustainability tensions. These features include:(1) locally tailored value proposition, (2) collective action approach in value creation, and (3) creativity in value capture. Ultimately, locally functional, embedded, and widely accepted circular solutions have potential to facilitate wider socio-technical transitions toward more sustainable business practices.

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The customer value proposition: evolution, development, and application in marketing

Cited by 323 publications

References 87 publications

How do sales and marketing produce business to business value propositions?

How do sales and marketing produce business to business value propositions?

Re‐examining the functioning of educational markets: Does the private‐subsidised sector contribute to school diversification?

Circular solutions in developing countries: Coping with sustainability tensions by means of technical functionality and business model relevance

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