Three-way value propositions: Going beyond the supplier-customer dyad
2009 (English)In: QUIS 11 (11th Quality in Services Symposium): Moving Forward with Service Quality, Wolfsburg, Germany: Ingolstadt School of Management , 2009, 362-371 p.Conference paper (Refereed)
In marketing theory, value propositions tend to be viewed mainly from a dyadic perspective; i.e. value propositions are conceptualized as reciprocal promises of value between customer and supplier. However, there are limitations to the concept of two-way value propositions, especially in multi-party dealings. As a response to existing conceptualizations, we introduce the concept of three-way value propositions and give examples of key aspects of it. The paper contributes to marketing theory and particularly to theory on the service infusion in manufacturing by showing how different dimensions of the value proposition and relationships change as manufacturing companies extend their service portfolios.
Place, publisher, year, edition, pages
Wolfsburg, Germany: Ingolstadt School of Management , 2009. 362-371 p.
IdentifiersURN: urn:nbn:se:liu:diva-19761ISBN: 978-3-00-027342-1OAI: oai:DiVA.org:liu-19761DiVA: diva2:228458