Fit in to stand out: An experience perspective on value creation
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
In order to grow and survive, a firm must create value with consumers in ways that both fit in with consumer demands and stand out from competitors. Focusing on and understanding consumer and firm assessments of value and creation of value has become a central scope in the contemporary strategic management and marketing literature for understanding and explaining firm survival and success. Consequently, the overall aim of this thesis is to provide a conceptually and empirically grounded understanding of consumers’ and managers’ value assessments and behavior in value creation.
This thesis draws on a consumer experience perspective and theories on social construction, organizational identity, self-congruence, and the theory of attractive quality, and combines multiple qualitative and quantitative studies. The findings in this thesis shed light on the interplay between consumers, firms, and contextual structures in value creation. Contextual structural, cultural, and political forces are shown to affect and be affected by the shared and individual cognitions of value creation that firms and consumers use in their assessment and creation value.
The results of the study enhance the understanding of how firms can adopt various strategic schemas or organizing logics to optimize different types of use value creation when choosing between opposing and contradictive demands in their value creation. Furthermore, the thesis provides a deeper understanding of the hierarchical nature of consumer judgments of value that can be used to enhance the effectiveness of firm prioritizations and as a foundation for future value-creating strategies.
Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2014. , 110 p.
Karlstad University Studies, ISSN 1403-8099 ; 2014:44
use value, consumer experiences, value creation, strategic schemas, attractive quality
Research subject Business Administration
IdentifiersURN: urn:nbn:se:kau:diva-33398ISBN: 978-91-7063-579-3OAI: oai:DiVA.org:kau-33398DiVA: diva2:738091
2014-09-23, Agardhsalen, 1D 257, Karlstad, 13:00 (English)
Gruber, Thorsten, Professor
Gustafsson, Anders, ProfessorTronvoll, Bård, ProfessorLöfgren, Martin, DocentEdvardsson, Bo, Professor
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