Elaborating the Value Proposition Concept and the Evolving Relative Value Emphasis:A Service-Dominant Logic Perspective
Year: 2015
Type: article
Abstract: Service-dominant(S-D)logic provides the foundation of new theory and models for marketing.Th ecentral idea is that the enterprise cannot deliver value,but only offer value propositions,and then value is co-created.However,there is an obstacle to apply S-D logic to marketing practices since the definition of the key concept of value proposition is still ambiguous.In this paper,the concept of value proposition is elaborated from the S-D logic perspective,and a new definition of the value proposition is presented.Thereafter,normative implications are derived about how enterprises develop the re-defined value propositions and offer them to their potential customers.The relative emphasis of value propositions are appeared throughout four indirect service provision patterns.
Authors: TAGUCHI, Takashi, 田口, 尚史
Language: Japanese
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7146215392