Paper info: Transforming a value proposition into realized value: an exploratory study
Transforming a value proposition into realized value: an exploratory study
Place of Publication
The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.
This paper takes from a service-dominant (S-D) logic perspective to investigate the following research question: how does an enterprise transform its value proposition into realized value? Although research on value propositions has gained increased attention and its role in the service ecosystem is further elaborated, little is reported concerning how a value proposition initiated from the supply side lead to the realized value at the demand side. This research question is explored through a single case study that looks at the entrepreneurial process of Matthew’s Choice (a young brand name of yogurt products) under its value proposition: returning on humanity to create win-win-win between Matthew’s Choice, consumers and farmers and to gain sustainability. The abundant and multiple sources of data allowed us to produce rich description towards the interested phenomena, from which theoretical and managerial implications are developed.