Deconstructing the value proposition of an innovation exemplar

• Autores: Adrian Payne, Pennie Frow
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 48, Nº. 1-2, 2014, págs. 237-270
• Idioma: inglés
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• Resumen

  • Purpose � Research into the identification and development of value propositions has recently been identified as a key research priority by the Marketing Science Institute. The purpose of this article is to identify and develop a process for value proposition deconstruction that can help organizations transform their value propositions in order to gain an improvement in their competitive position.

    Design/methodology/approach � A case study of an exemplar organization in the health care sector is used to develop an approach for value proposition deconstruction. Using the business system concept as a theoretical framework, the key value-adding elements that comprise this organization's value proposition are identified. A leading financial services firm is used to demonstrate how this learning approach can be successfully applied in developing a new and innovative value proposition.

    Findings � Using the business system framework, a structured process for deconstructing value propositions is developed. This framework is extended to explicitly acknowledge the value-in-use that results from different encounters, to incorporate learning processes and to recognize its interactive and recursive nature.

    Practical implications � The authors provide practitioners with insight into how to formulate new or improved value propositions.

    Originality/value � This work addresses two important and previously unaddressed research questions: how can the process of deconstruction of an exemplar organization's value proposition provide a more comprehensive understanding of the elements that comprise a superior value offering; and how can this process be applied to other organizations seeking to improve their value proposition? - See more at: http://www.emeraldinsight.com.ezxy.ie.edu/journals.htm?issn=0309-0566&volume=48&issue=1/2&articleid=17106016&show=abstract#sthash.9JvNGHBP.dpuf