resource integrating, value-creating practices, through is an essential requirement for service’ innovation. Consequently, defining the value proposition concept in the broader context of a service ecosystem represents an important issue that needs to be addressed in marketing theory. To assist in clarifying the characteristics of value propositions, in this next section we consider various metaphors that help illuminate the concept. Then we review current definitions of value propositions and identify specific elements. Finally, we use these insights to propose a new definition in the context of ecosystems. Table 1: Illustrative value offered, value sought and value shared, shaping an ecosystem Actor Value offered Value sought Value shared shaping an ecosystem Pay (premium/fair) Staff loyalty Shared purpose/ Equity in business Championing company Shared vision Job security Ideas for improvements Shared identity Employee Training and Career path Involvement, commitment Flexibility Work-life balance Productivity Pride in job / Community status Health and safety Product /service Retaining existing customers “One stop shop” performance Broadening/ deepening Access to ecosystem Choice relationships goods and services actors’ Convenience Recommendations to Reduced costs Customer prospects Responsiveness Expansion of customer base Security Improving customer Feel-Good profitability Ideas for improving service Volume guarantees Supply security Shared knowledge Price (premium / fair) Supply prioritization Integrated supply chain Payment terms / Contract Cost savings - supply chain with ecosystem actors Supplier length integration Reduced risk, time, cost and offers flexibility. Status (platinum, etc) Cost savings price paid – Information sharing Information sharing Recommendation Partner performance Shared knowledge Performance Status/accreditation enjoyed Access to partner Status (platinum, etc) Partner relationships across Information received Information / IP sharing ecosystem Recommendation / Recommendations / introductions introductions Shared marketing Shared marketing
resource integrating, value-creating practices, through service’ is an essential requirement for innovation. Consequently, defining the value proposition concept in the broader context of a service ecosystem represents an important issue that needs to be addressed in marketing theory. To assist in clarifying the characteristics of value propositions, in this next section we consider various metaphors that help illuminate the concept. Then we review current definitions of value propositions and identify specific elements. Finally, we use these insights to propose a new definition in the context of ecosystems. Table 1: Illustrative value offered, value sought and value shared, shaping an ecosystem Actor Value offered Value sought Value shared shaping an ecosystem Employee Pay (premium/fair) Equity in business Job security Training and Career path Work-life balance Pride in job / Community status Health and safety Staff loyalty Championing company Ideas for improvements Involvement, commitment Productivity Shared purpose/ Shared vision Shared identity Flexibility Customer Product /service performance Choice Convenience Responsiveness Security Feel-Good Retaining existing customers Broadening/ deepening relationships Recommendations to prospects Expansion of customer base Improving customer profitability Ideas for improving service “One stop shop” Access to ecosystem actors’ goods and services Reduced costs Supplier Volume guarantees Price (premium / fair) Payment terms / Contract length Status (platinum, etc) Information sharing Recommendation Supply security Supply prioritization Cost savings - supply chain integration Cost savings – price paid Information sharing Shared knowledge Integrated supply chain with ecosystem actors Reduced risk, time, cost and offers flexibility. Partner Performance Status (platinum, etc) Information / IP sharing Recommendations / introductions Shared marketing Partner performance Status/accreditation enjoyed Information received Recommendation / introductions Shared marketing Shared knowledge Access to partner relationships across ecosystem
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