Authors: Gilles Roehrich; Mohammad Halimi
So far, few studies, if any, have explored the links between the facets of a Value Proposition (VP) and the bundle of Customer Values (CV) leading the choice of a customer company in a B2B context. The objective of this research is to carry out the first step in this exploration. For doing so, we use the conceptualization of the VP proposed by Kaplan and Norton and the CV framework proposed by Roehrich and Llerena. Firstly, we use a Delphi method to determine the elements of the VP of the HSB Company. This first step allows us to give the first support to the validation of Kaplan and Norton’s VP conceptualization. Then, we use these elements as input in a laddering process aimed at discovering the values customers relate to this VP. The results give support to the validation of the Roehrich and Llerena’s framework. Finally, data gathered in this research show that a relationship between VP and CV is highly probable.
Journal: ( – )
Web Address:
Publish Year: 2018
Conference: Marseille, France (2018)