proposal; (3) invitation to play; (4) bridge connecting our worlds; (5) wild card; and (6) journey destination, as summarised in Table 2. The metaphors identified in Table 2 demonstrate that value Promises and proposals. propositions operate at all three levels of the service ecosystem. A promise and a proposal describe how value propositions might operate at the level because they align most micro closely with the by specific focal integration of defined resources to achieve defined benefits actors. A promise is distinguished from a proposal because it is unidirectional: a promise of value to be delivered to a potential customer. Promises are also explicit. As such, promises are either accepted or rejected by non-active customers. In contrast, reciprocity between active actors is implicit within a proposal (Ballantyne and Varey, 2006). The operation of promises and proposals at the level is also suggestive of stable market relationships micro where there is high congruence between the value proposition and the value in context experienced by relational actors. Table 2: Value Proposition Metaphors Metaphor Perspectives highlighted by the metaphor Martinez (2003) defines a value proposition as implicit promise a company makes to its “an to offer a particular combination of Other authors suggest such a customers” values.” Value Proposition promise is much more explicit. value proposition is a promise one the company makes ‘A – as a ‘Promise’ to customers about which benefits it will deliver for a p. 58). given price’ (Gattorna, 2003, Micro level Promises are therefore explicit and can be used to form specific representations by the firm as in, for instance, a sales brochure or an advertisement. Promises imply an active role for the actor providing the promise but an inactive, or passive, role for the recipient of the promise. Holttinen, (2011), drawing on Korkman et al. (2010) and Vargo and Lusch (2004), argues Value Proposition that value propositions are proposals of how customers can derive value from firms’ as a integrating the offerings with other resources. ‘Proposal’ firms’ Micro level Ballantyne and Varey (2006b) argue that value propositions should be considered as reciprocal of value. ‘promises’ Reciprocity implies active roles for all actors.
proposal; (3) invitation to play; (4) bridge connecting our worlds; (5) wild card; and (6) journey destination, as summarised in Table 2. Promises and proposals. The metaphors identified in Table 2 demonstrate that value propositions operate at all three levels of the service ecosystem. A promise and a proposal describe how value propositions might operate at the micro level because they align most closely with the integration of defined resources to achieve defined benefits by specific focal actors. A promise is distinguished from a proposal because it is unidirectional: a promise of value to be delivered to a potential customer. Promises are also explicit. As such, promises are either accepted or rejected by non-active customers. In contrast, reciprocity between active actors is implicit within a proposal (Ballantyne and Varey, 2006). The operation of promises and proposals at the micro level is also suggestive of stable market relationships where there is high congruence between the value proposition and the value in context experienced by relational actors. Table 2: Value Proposition Metaphors Metaphor Perspectives highlighted by the metaphor Value Proposition as a ‘Promise’ Micro level Martinez (2003) defines a value proposition as “an implicit promise a company makes to its customers” to offer a particular combination of values.” Other authors suggest such a promise is much more explicit. ‘A value proposition is a promise – one the company makes to customers about which benefits it will deliver for a given price’ (Gattorna, 2003, p. 58). Promises are therefore explicit and can be used to form specific representations by the firm as in, for instance, a sales brochure or an advertisement. Promises imply an active role for the actor providing the promise but an inactive, or passive, role for the recipient of the promise. Value Proposition as a ‘Proposal’ Micro level Holttinen, (2011), drawing on Korkman et al. (2010) and Vargo and Lusch (2004), argues that value propositions are firms’ proposals of how customers can derive value from integrating the firms’ offerings with other resources. Ballantyne and Varey (2006b) argue that value propositions should be considered as reciprocal ‘promises’ of value. Reciprocity implies active roles for all actors.
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