Authors: Joona Keranen; Leena Aarikka-Stenroos; Valtteri Ranta
Understanding customer needs is the basis for developing resonating customer value propositions for innovations. While prevailing value creation logics shape firms’ expectations and perceptions of value propositions, understanding these in contexts where value creation logics are changing is a key challenge for many firms. Creating resonating value propositions for innovative offerings is challenging, as they introduce technological and/or marketing discontinuities not only to the firm, but to the target customers as well. In order to understand how firms communicate the value of their innovations, we conduct a qualitative, structured analysis of customer value propositions in over 70 documented, innovation-driven business cases in the Circular Economy, an emerging and highly innovation driven context. By analyzing the communicated value outcomes of these value propositions, and the types of innovations that underlie them, we identify support for adopting a value proposition approach with a wide perspective on value outcomes for communicating the value of innovations, thus contributing to the increasing value proposition literature in industrial marketing.
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Publish Year: 2018
Conference: Marseille, France (2018)