liu.seSearch for publications in DiVA
Change search
ReferencesLink to record
Permanent link

Direct link
Dynamics of value propositions: insights from service-dominant logic
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.ORCID iD: 0000-0002-4081-9737
2011 (English)In: European Journal of Marketing, ISSN 0309-0566, Vol. 45, no 1/2, 277-294 p.Article in journal (Refereed) Published
Abstract [en]


– This article examines the notion of value propositions (promises of reciprocal value between service providers and their customers), value-in-exchange and value-in-use, all within the conceptual context of service-dominant (S-D) logic.


– Responding to calls in the recent literature for an academic critique of S-D logic, its key constructs, and its application in marketing situations of varying complexity, the article presents a conceptual analysis of the determinants of value emphasis in value propositions from the S-D perspective.


– Four guiding principles are derived from a rigorous analysis of the relevant literatures. Ways are discussed in which firms might achieve greater flexibility in designing their market offerings, and thus manage different customer segments using different value propositions. The general conclusion is that the ability to communicate a firm’s value propositions strategically and effectively is a new area for the development of competence at the core of competitive advantage.

Research implications

– The findings pave the way for empirical research into the dynamics of value propositions. Since the main focus of the conceptual framework is on the customer-provider dyad, future studies should broaden coverage to multilateral settings and networked environments.

Practical implications

– Factors that determine the relative emphasis in value propositions between value-in-exchange and value-in-use are discussed, and the management implications derived from each of the four principles identified.


– The article elaborates the application of S-D logic in marketing by investigating the determinants of relative emphasis of value propositions.

Place, publisher, year, edition, pages
Emerald , 2011. Vol. 45, no 1/2, 277-294 p.
National Category
Social Sciences
URN: urn:nbn:se:liu:diva-65415DOI: 10.1108/03090561111095702ISI: 000288528700014OAI: diva2:395500
Original Publication: Christian Kowalkowski, Dynamics of value propositions: insights from service-dominant logic, 2011, European Journal of Marketing, (45), 1/2, 277-294. Copyright: Emerald Group Publishing Limited Available from: 2011-02-07 Created: 2011-02-07 Last updated: 2014-04-14

Open Access in DiVA

fulltext(312 kB)3268 downloads
File information
File name FULLTEXT01.pdfFile size 312 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links

Publisher's full text

Search in DiVA

By author/editor
Kowalkowski, Christian
By organisation
Industrial Marketing and Industrial EconomicsThe Institute of Technology
In the same journal
European Journal of Marketing
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 3268 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 282 hits
ReferencesLink to record
Permanent link

Direct link