A stakeholder perspective of the value proposition concept

Emerald - Tập 45 Số 1/2 - Trang 223-240 - 2011
Pennie Frow1, Adrian Payne2
1University of Sydney, Sydney, Australia
2Australian School of Business, University of New South Wales, Sydney, Australia

Tóm tắt

PurposeThe value proposition concept and the stakeholder perspective have received relatively little attention within Service‐Dominant (S‐D) logic. This paper sets out to explore value propositions in the context of S‐D logic, within the multiple stakeholder domains that form part of a marketing system. Its purpose is to identify how use of the value proposition concept, in this broader context, provides new insight into value creation within a value network.Design/methodology/approachThis paper explores the development of value propositions in key stakeholder market domains. A five‐step process is developed for identifying key stakeholders and co‐creating value propositions for them within a marketing system.FindingsValue propositions have a key role in co‐creation of value between stakeholders. The development of value propositions in multiple stakeholder domains can provide an important mechanism for aligning value within a marketing system.Practical implicationsStakeholder value propositions provide enhanced opportunities for value co‐creation and can assist managers in aligning value and stabilizing relationships within an organization's value network.Originality/valueThis paper considers a broader view of value through creation of value propositions for key stakeholders. An iterative framework is proposed that couples the stakeholder concept and value co‐creation.

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