Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 4/2017

18.03.2017 | Conceptual/Theoretical Paper

The customer value proposition: evolution, development, and application in marketing

verfasst von: Adrian Payne, Pennie Frow, Andreas Eggert

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2017

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.
Vorheriger Artikel Marketing research centers: community, productivity, and relevance
Nächster Artikel When and why do customer solutions pay off in business markets?

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Anhänge
Nur mit Berechtigung zugänglich
Literatur
Anderson, J. C., & Narus, J. A. (1998). Business marketing: Understand what customers value. Harvard Business Review, 76(6), 53–65.
Anderson, L., & Ostrom, A. L. (2015). Transformative service research advancing our knowledge about service and well-being. Journal of Service Research, 18(3), 243–249.CrossRef
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1), 18–34.CrossRef
Anderson, J., Narus, J., & Van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 91–99.
Anderson, J. C., Kumar, N., & Narus, J. A. (2007). Value merchants: Demonstrating and documenting superior value in business markets. Boston: Harvard Business Press.
Arnott, D. C. (1992). Bases of financial services positioning in the personal pension, life assurance and personal equity plan sectors, PhD thesis, University of Manchester, UK.
Ballantyne, D. (2003). A relationship-mediated theory of internal marketing. European Journal of Marketing, 37(9), 1242–1260.CrossRef
Ballantyne, D., & Varey, R. J. (2006a). Introducing a dialogical orientation to the service-dominant logic of marketing. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing (pp. 224–235). Armonk: M. E. Sharpe.
Ballantyne, D., & Varey, R. J. (2006b). Creating value-in-use through marketing interaction. Marketing Theory, 6(3), 335–348.CrossRef
Ballantyne, D., Frow, P., Varey, R. J., & Payne, A. (2011). Value propositions as communication practice. Industrial Marketing Management, 40(2), 202–210.CrossRef
Barnes, C., Blake, H., & Pinder, D. (2009). Creating and delivering your value proposition: Managing customer experience for profit. London: Kogan Page Publishers.
Barney, J. B., & Arikan, A. M. (2001). The resource-based view: Origins and implications. In M. A. Hitt, R. E. Freeman, & J. S. Harrison (Eds.), Handbook of strategic management (pp. 24–288). Oxford: Blackwell.
Baron, D. P. (2016). Strategy beyond markets: A step back and a look forward. In J. M. De Figueiredo, M. Lenox, F. Oberholzer-Gee, & R. G. Vanden Bergh (Eds.), Strategy beyond markets, Advances in strategic management (Vol. 34, pp. 1–54). Bingley: Emerald Publishing.CrossRef
Behrman, D. N., & Perreault, W. D. (1982). Measuring the performance of industrial salespersons. Journal of Business Research, 10(3), 355–370.CrossRef
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. Sloan Management Review, 43(3), 85–89.
Bititci, U. S., Martinez, V., Albores, P., & Parung, J. (2004). Creating and managing value in collaborative networks. International Journal of Physical Distribution & Logistics Management, 34(3/4), 251–268.CrossRef
Bower, M., & Garda, R. A. (1986). The role of marketing in management. In V. P. Buell (Ed.), Handbook of Modern Marketing (pp. 1–3–1-15). New York: McGraw-Hill.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.CrossRef
Brown, S. P., & Lam, S. K. (2008). A meta-analysis of relationships linking employee satisfaction to customer responses. Journal of Retailing, 84(3), 243–255.CrossRef
Carney, P. (2015). Discussions and correspondence. September: Partner PwC.
Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339–350.CrossRef
Chandler, J. D., & Lusch, R. F. (2015). Service system: A broadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research, 18(1), 6–22.CrossRef
Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of Marketing Research, 44(1), 153–163.CrossRef
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.CrossRef
Chesbrough, H. (2003). The logic of open innovation: Managing intellectual property. California Management Review, 45(3), 33–58.CrossRef
Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: Evidence from Xerox Corporation's technology spin-off companies. Industrial and Corporate Change, 11(3), 529–555.CrossRef
Corvellec, H., & Hultman, J. (2014). Managing the politics of value propositions. Marketing Theory, 14(4), 355–375.CrossRef
Covin, J. G., Garrett, R. P., Kuratko, D. F., & Shepherd, D. A. (2015). Value proposition evolution and the performance of internal corporate ventures. Journal of Business Venturing, 30(5), 749–774.CrossRef
Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law & Economics, 16(1), 67–88.CrossRef
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–52.CrossRef
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195.CrossRef
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17(2/3), 107–118.CrossRef
Ehret, M., Kashyap, V., & Wirtz, J. (2013). Business models: Impact on business markets and opportunities for marketing research. Industrial Marketing Management, 42(5), 649–655.CrossRef
Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92–101.
Emerson, J. (2003). The blended value proposition: Integrating social and financial returns. California Management Review, 45(4), 35–51.CrossRef
Flint, D. J., & Mentzer, J. (2006). Striving for integrated value chain management. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing (pp. 139–149). Armonk: M. E. Sharpe.
Frow, P., & Payne, A. (2011). A stakeholder perspective of the value proposition concept. European Journal of Marketing, 45(1/2), 223–240.CrossRef
Frow, P., McColl-Kennedy, J., Hilton, T., Davidson, A., Payne, A., & Brozovic, D. (2014). Value propositions: A service ecosystems perspective. Marketing Theory, 14(3), 327–351.CrossRef
Grönroos, C., & Ravald, A. (2011). Service as business logic: Implications for value creation and marketing. Journal of Service Management, 22(1), 5–22.CrossRef
Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.CrossRef
Gummesson, E. (2006). Many to many marketing as grand theory. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing (pp. 339–353). Armonk: M. E. Sharpe.
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78–92.CrossRef
Hopkins, C. (1923). Scientific advertising. New York: Crown Publishers Inc..
Houston, F. S. (1986). The marketing concept: What it is and what it is not. Journal of Marketing, 50(2), 81–87.CrossRef
Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42–54.CrossRef
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70.CrossRef
Kalanick, T. (2013b). Uber Policy White Paper 1.0, Principled innovation: Addressing the regulatory ambiguity around ridesharing apps, April 12.
Kambil, A., Ginsberg, A., & Bloch, M. (1996). Re-inventing value propositions. In Information systems working paper series stern #IS-96-21. New York: University.
Kaplan, R., & Norton, D. (2001). Transforming the balanced scorecard from performance measurement to strategic management. Accounting Horizons, 15(1), 87–104.CrossRef
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.CrossRef
Kowalkowski, C. (2011). Dynamics of value propositions: Insights from service-dominant logic. European Journal of Marketing, 45(1/2), 277–294.CrossRef
Kowalkowski, C., Ridell, O. P., Röndell, J. G., & Sörhammar, D. (2012). The co-creative practice of forming a value proposition. Journal of Marketing Management, 28(13/14), 1553–1570.CrossRef
Kozlenkova, I., Samaha, S., & Palmatier, R. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42(1), 1–21.CrossRef
Lafley, A. G., & Martin, R. L. (2013). Playing to win: How strategy really works. Boston: Harvard Business Press.
Lanning, M. (1998). Delivering profitable value. New York: Perseus Publishing.
Lanning, M., & Michaels, E. (1988). A business is a value delivery system. McKinsey Staff Paper No. 41, July.
Lanning, M., & Phillips, L. (1992). Building market-focused organizations. Gemini Consulting.
Lehmann, D. R., & Winer, R. S. (2008). Analysis for marketing planning. Boston: McGraw-Hill.
Lindic, J., & Marques da Silva, C. (2011). Value proposition as a catalyst for a customer focused innovation. Management Decision, 49(10), 1694–1708.CrossRef
Lindstrom, M. (2005). Brand sense: Build powerful brands through touch, taste, smell, sight, and sound. New York: Free Press.
Lusch, R. F., & Vargo, S. L (2006). Service-dominant logic: As a foundation for a general theory. In R. F. Lusch, & S. L. Vargo (Eds.), The service dominant logic of marketing (pp. 406–420). Armonk: M. E. Sharpe.
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18.CrossRef
Macdonald, E. K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How business customers judge solutions: Solution quality and value in use. Journal of Marketing, 80(3), 96–120.CrossRef
MacInnis, D. J. (2011). A framework for conceptual contributions in marketing. Journal of Marketing, 75(4), 136–154.CrossRef
MacKenzie, S. B., Podsakoff, P. M., & Rich, G. A. (2001). Transformational and transactional leadership and salesperson performance. Journal of the Academy of Marketing Science, 29(2), 115–134.CrossRef
Makadok, R. (2001). Towards a synthesis of the resource-based and dynamic-capability views of rent creation. Strategic Management Journal, 22(5), 387–401.CrossRef
Marketing Science Institute. (2010). MSI research priorities 2010–12. Boston: MSI.
Marketing Science Institute. (2014). MSI research priorities 2014–16. Boston: MSI.
Martinez, V., & Bititci, U. S. (2006). Aligning value propositions in supply chains. International Journal of Value Chain Management, 1(1), 6–18.CrossRef
Michaels, E. (2008). Interview with authors, 11 September.
Mish, J., & Scammon, D. L. (2010). Principle-based stakeholder marketing. Journal of Public Policy & Marketing, 29(1), 12–26.CrossRef
Molineux, P. (2002). Exploiting CRM: Connecting with customers. London: Hodder & Stoughton.
Moorman, C., & Slotegraaf, R. J. (1999). The contingency value of complementary capabilities in product development. Journal of Marketing Research, 239–257.
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102–119.CrossRef
Morgan, I., & Rao, J. (2003). Making routine customer experiences fun. Sloan Management Review, 45(1), 93–95.
Müller, M. (2012). Design-driven innovation for sustainability: A new method for developing a sustainable value proposition. International Journal of Innovation Science, 4(1), 11–24.CrossRef
Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311–329.CrossRef
Ogilvy, D. (1947). Correspondence to Rosser reeves from David Ogilvy. In 1 August 1947. Rosser Reeves Papers: Wisconsin Historical Society.
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models. Communications of the Association for Information Systems, 16(1), 1–38.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. Hoboken: John Wiley & Sons.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic rand concept-image management. Journal of Marketing, 50(4), 135–145.CrossRef
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.CrossRef
Patala, S., Jalkala, A., Keränen, J., Väisänen, S., Tuominen, V., & Soukka, R. (2016). Sustainable value propositions: Framework and implications for technology suppliers. Industrial Marketing Management, 59, 144–156.CrossRef
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176.CrossRef
Payne, A., & Frow, P. (2014). Deconstructing the value proposition of an innovation exemplar. European Journal of Marketing, 48(1/2), 237–270.CrossRef
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.CrossRef
Pellegrino, J. (2015). Interview with director, Sales Strategy & Operations. Google, May 20.
Peteraf, M. A. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14(3), 179–191.CrossRef
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., & Fetter, R. (1990). Transformational leader behaviors and their effects on followers' trust in leader, satisfaction, and organizational citizenship behaviors. The Leadership Quarterly, 1(2), 107–142.CrossRef
Pringle, H., & Field, P. (2008). Brand immortality: How brands can live long and prosper. London: Kogan Page.
PwC. (2015). Value proposition for the private company services. PwC unpublished document.
Rayport, J. F., & Jaworski, B. J. (2004). Introduction to e-commerce. Boston: McGraw-Hill.
Reeves, R. (1961). Reality in advertising. New York: Knopf.
Ries, A., & Trout, J. (1986). Positioning: The battle for your mind. New York: McGraw-Hill.
Rintamaki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality, 17(6), 621–634.CrossRef
Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience. Managing Service Quality, 18(2), 112–126.CrossRef
Saura, I. G., Contri, G. B., Taulet, A. C., & Velazque, B. M. (2005). Relationships among customer orientation, service orientation and job satisfaction in financial services. International Journal of Service Industry Management, 16(5), 497–525.CrossRef
Schmitz, C., Lee, Y. C., & Lilien, G. L. (2014). Cross-selling performance in complex selling contexts: An examination of supervisory-and compensation-based controls. Journal of Marketing, 78(3), 1–19.CrossRef
Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The path to customer centricity. Journal of Service Research, 9(2), 113–124.CrossRef
Sinha, I., & DeSarbo, W. S. (1998). An integrated approach toward the spatial modeling of perceived customer value. Journal of Marketing Research, 35(2), 236–249.CrossRef
Skålén, P., Gummerus, J., von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: A service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137–158.CrossRef
Smith, S., & Wheeler, J. (2002). Managing the customer experience: Turning customers into advocates. London: Financial Times Prentice Hall.
Spickett-Jones, G. J., Kitchen, P. J., & Reast, J. D. (2004). Social facts and ethical hardware: Ethics in the value proposition. Journal of Communication Management, 8(1), 68–82.CrossRef
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1999). Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, 63(4), 168–179.CrossRef
Starch, D. (1914). Advertising: Its principles, practice, and technique. New York: Scott, Foresman.
Storbacka, K., & Nenonen, S. (2011). Scripting markets: From value propositions to market propositions. Industrial Marketing Management, 40(2), 255–266.CrossRef
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning., 43(2), 172–194.CrossRef
Terho, H., Haas, A., Eggert, A., & Ulaga, W. (2012). ‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets. Industrial Marketing Management, 41(1), 174–185.CrossRef
Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71(1), 84–93.
Treacy, M., & Wiersema, F. (1995). The discipline of market leaders. Reading: Addison-Wesley.
Truong, Y., Simmons, G., & Palmer, M. (2012). Reciprocal value propositions in practice: Constraints in digital markets. Industrial Marketing Management, 41(1), 197–206.CrossRef
Tuck, M. (1976). How do we choose: A study in consumer behaviour. London: Methuen.
Ulaga, W. (2014). Japan electric power company (a) & (B), IMD Case 7–1575 & 1576.
Ulaga, W., & Eggert, A. (2006a). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311–327.CrossRef
Ulaga, W., & Eggert, A. (2006b). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119–136.CrossRef
Ulaga, W., & Reinartz, W. J. (2011). Hybrid offerings: How manufacturing firms combine goods and services successfully. Journal of Marketing, 75(6), 5–23.CrossRef
Urban, G. L., & Hauser, J. R. (1980). Design and marketing of new products. Englewood Cliffs: Prentice-Hall.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.CrossRef
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.CrossRef
Veyret, M. (2015). Interviews with business development leader. PwC Global, September 18.
Webster, F. E. (1994). Market-driven management: How to define, develop and deliver customer value. Hoboken: John Wiley & Sons.
Webster, F. E. (2002). Market-driven management: How to define, develop and deliver customer value (2nd ed.). Hoboken: John Wiley & Sons.
Wolstenholme, R. (2015). Interview with industry head. Automotive, Google, May 11.
Metadaten
Titel
The customer value proposition: evolution, development, and application in marketing
verfasst von
Adrian Payne
Pennie Frow
Andreas Eggert
Publikationsdatum
18.03.2017
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 4/2017
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-017-0523-z

Weitere Artikel der Ausgabe 4/2017

Journal of the Academy of Marketing Science 4/2017 Zur Ausgabe

Editorial

The role of university research centers in promoting research

Original Empirical Research

Negative word of mouth can be a positive for consumers connected to the brand

Original Empirical Research

OEM implementation of supplier-developed component innovations: the role of supplier actions

Original Empirical Research

When and why do customer solutions pay off in business markets?

Commentary

Perspectives on university research centers: lessons from the ISBM

Commentary

Marketing research centers: community, productivity, and relevance