Introducing the concept of a value proposing platform: A practice-centric view of value cocreation
2011 (English)In: Otago Forum-3: Service integration and coordination in a complex world / [ed] David Ballantyne, 2011, 1-18 p.Conference paper (Other academic)
Purpose: Central to service-dominant (S-D) logic is the value proposition concept. However, research to date has not examined the cocreation of a value proposition in practice. Thus, this study aims to understand the cocreative practice of crafting and establishing a value proposition.
Design/methodology/approach: The article reports on a qualitative study which investigates participants in a practice of cocreating a value proposition, from initiation to establishment. Two insight-stimulating examples are given.
Findings: The cocreation of a value proposition is conceptualized as taking place on a value proposing platform on which resource integration can take place. Rather than focusing a priori on value cocreation from the perspective of a specific resource integrator, we argue that the cocreative practice should be the focal object to study.
Research limitations/implications: The study concerns value propositions on a lower order systems level whereas higher and medium order systems have not been studied.
Practical implications: Managers ought to strive towards finding a suitable balance in the outline of the value proposing platform as regards its openness. Thus, managers outlining a value proposing platform must clearly establish its boundaries by framing and explicating the wants and needs vis-à-vis the cocreative endeavor of the firm that they represent.
Originality/value: The value proposing platform is a novel concept recognizing the bounded and time-based nature of crafting and establishing a value proposition. The adoption of knowledge during cocreative endeavors conditions the cocreative practice as it delineates the path for the latter‟s forthcoming applications, considerations, adaptations and adoptions of knowledge and competence.
Place, publisher, year, edition, pages
2011. 1-18 p.
Cocreation, value proposition, value proposing platform, practice-centricity
IdentifiersURN: urn:nbn:se:uu:diva-162515OAI: oai:DiVA.org:uu-162515DiVA: diva2:460619
Otago Fourm-3, Otago, Nya Zeeland