Value propositions: a service ecosystems perspective

Frow, Pennie, McColl-Kennedy, Janet R., Hilton, Toni, Davidson, Anthony, Payne, Adrian and Brozovic, Danilo (2014) Value propositions: a service ecosystems perspective. Marketing Theory, 14 3: 327-351. doi:10.1177/1470593114534346

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Author Frow, Pennie
McColl-Kennedy, Janet R.
Hilton, Toni
Davidson, Anthony
Payne, Adrian
Brozovic, Danilo
Title Value propositions: a service ecosystems perspective
Journal name Marketing Theory   Check publisher's open access policy
ISSN 1470-5931
Publication date 2014-01-01
Year available 2014
Sub-type Article (original research)
DOI 10.1177/1470593114534346
Open Access Status File (Author Post-print)
Volume 14
Issue 3
Start page 327
End page 351
Total pages 25
Place of publication London, United Kingdom
Publisher Sage
Language eng
Subject 1406 Marketing
Abstract Despite significant interest in value propositions, there is limited agreement about their nature and role. Moreover, there is little understanding of their application to today’s increasingly interconnected and networked world. The purpose of this article is to explore the nature of value propositions, extending prior conceptualisations by taking a service ecosystem perspective. Following a critical review of the extant literature in service science on value propositions, value co-creation, service-dominant logic and networks and drawing on six metaphors that provide insights into the nature of value propositions, we develop a new conceptualisation. The role of value propositions is then explored in terms of resource offerings between actors within micro, meso and macro levels of service ecosystems. We illustrate these perspectives with two real-world exemplars. We describe the role of value propositions in an ecosystem as a shaper of resource offerings. Finally, we provide five key premises and outline a research agenda.
Keyword Collaboration
Resource integration
Service ecosystem
Value co-creation
Value proposition
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes published online 23 May 2014

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 39 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 47 times in Scopus Article | Citations
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Created: Mon, 26 May 2014, 23:41:27 EST by Karen Morgan on behalf of UQ Business School