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Value propositions as market-shaping devices: A qualitative comparative analysis
Graduate School of Management, University of Auckland, New Zealand.ORCID iD: 0000-0002-7181-6117
Graduate School of Management, University of Auckland, New Zealand.ORCID iD: 0000-0002-1360-4167
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.ORCID iD: 0000-0002-5483-1745
Department of Marketing, University of Sydney, Australia.ORCID iD: 0000-0002-9828-1220
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2019 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) In press
Abstract [en]

Forward-looking firms are increasingly viewing markets as malleable and plastic systems that can be influenced. Hence, they are engaging in market-shaping to proactively augment existing business opportunities or to create new ones. One of the recurring themes in the emerging market-shaping literature is the importance of value propositions. Consequently, the purpose of this paper is to identify configurations of value proposition characteristics that are effective for focal firms engaging in market-shaping strategies. In our empirical study, we analyze market-shaping actions carried out by 21 case firms using fuzzy-set qualitative comparative analysis. We identify four characteristics of market-shaping value propositions: (1) enhanced resource integration and related support as the core content of market-shaping value propositions, and (2) collaborative value proposing process, (3) systemic and verified value promise, and (4) new representations used in communication as the design characteristics of market-shaping value propositions. Further, we show that even though value propositions can shape markets without displaying all four of these characteristics, none of these characteristics alone can create all the expected outcomes. Hence, we identify distinct configurations of value proposition characteristics that are successful in either changing the elements comprising the market system or inducing an overall system-level market change.

Place, publisher, year, edition, pages
Elsevier, 2019.
Keywords [en]
Market-shaping, Value propositions, fsQCA
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-161939DOI: 10.1016/j.indmarman.2019.10.006OAI: oai:DiVA.org:liu-161939DiVA, id: diva2:1370048
Note

The parallel published version is also uploaded on the author's personal web, http://box5235.temp.domains/~alexeysk/wp-content/uploads/2019/11/Nenonen.pdf

Available from: 2019-11-13 Created: 2019-11-13 Last updated: 2019-11-21

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Nenonen, SuviStorbacka, KajSklyar, AlexeyFrow, PenniePayne, Adrian
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