Exploring value propositions and service innovation: a service-dominant logic study
2015 (English)In: Journal of the Academy of Marketing Science, ISSN 0092-0703, E-ISSN 1552-7824, Vol. 43, no 2, 137-158 p.Article in journal (Refereed) Published
This paper presents an eight-firm study, conducted from the service-dominant logic perspective, which makes a contribution regarding knowledge of the anatomy of value propositions and service innovation. The paper suggests that value propositions are configurations of several different practices and resources. The paper finds that ten common practices, organized in three main aggregates, constitute and fulfill value propositions: i.e. provision practices, representational practices, and management and organizational practices. Moreover, the paper suggests that service innovation can be equated with the creation of new value propositions by means of developing existing or creating new practices and/or resources, or by means of integrating practices and resources in new ways. It identifies four types of service innovation (adaptation, resource-based innovation, practice-based innovation, and combinative innovation) and three types of service innovation processes (practice-based, resource-based, and combinative). The key managerial insight provided by the paper is that service innovation must be conducted and value propositions must be evaluated from the perspective of the customers’ value creation, the service that the customer experiences. Successful service innovation is not only contingent on having the right resources, established methods and practices for integrating these resources into attractive value propositions are also needed.
Place, publisher, year, edition, pages
Springer US , 2015. Vol. 43, no 2, 137-158 p.
Resource integration, Service-dominant logic, Service innovation, Value proposition
IdentifiersURN: urn:nbn:se:kau:diva-31945DOI: 10.1007/s11747-013-0365-2ISI: 000349289900001OAI: oai:DiVA.org:kau-31945DiVA: diva2:713336