Value propositions in business markets insights from the service dominant logic of marketing
In the face of the major exposure given to the service dominant (S D) logic in the marketing literature, there is a need for more academic research on the application of S D logic in business to business (B2B) marketing settings. By addressing particular B2B marketing challenges, this paper examines the relative emphasis of value propositions between value in exchange and value in use. The value focus depends not only on the internal capabilities of the supplier but also the central role which many customer related factors play in emphasizing different values, such as buying center incongruities and purchasing practices. We argue that this is something that previously has not been sufficiently stressed on in S D logic. The discussion leads to eight propositions on the value emphasis of value propositions. It is concluded that even if firms have an S D logic perspective, they most likely need to pursue a dynamic marketing strategy in terms of how they choose to design and formulate their offerings. Thus, the firm has to manage different customer segments through different value propositions. The capability to strategically manage the value focus of the firm s value propositions is to be seen as a dynamic, masterfully developed operant resource which is at the heart of competitive advantage of the firm.