Authors
Suvi Nenonen, Kaj Storbacka, Alexey Sklyar, Pennie Frow, Adrian Payne
Publication date
2020
Journal
Industrial Marketing Management
Volume
87
Pages
276-290
Publisher
Elsevier
Description
Forward-looking firms are increasingly viewing markets as malleable and plastic systems that can be influenced. Hence, they are engaging in market-shaping to proactively augment existing business opportunities or to create new ones. One of the recurring themes in the emerging market-shaping literature is the importance of value propositions. Consequently, the purpose of this paper is to identify configurations of value proposition characteristics that are effective for focal firms engaging in market-shaping strategies. In our empirical study, we analyze market-shaping actions carried out by 21 case firms using fuzzy-set qualitative comparative analysis. We identify four characteristics of market-shaping value propositions: (1) enhanced resource integration and related support as the core content of market-shaping value propositions, and (2) collaborative value proposing process, (3) systemic and verified value …
Total citations
2020202120222023202491625228
Scholar articles
S Nenonen, K Storbacka, A Sklyar, P Frow, A Payne - Industrial Marketing Management, 2020