Value Propositions

Kentlerde yaşayan nüfusun sürekli artış göstermesi, kent sorunlarının giderek artmasına neden olmaktadır. Bu nedenle, yerel yönetimler tarafından şehir kaynaklarının daha etkin ve verimli kullanılması, bilgi ve iletişim teknolojilerinden faydalanarak akıllı şehir çözümlerinin hayata geçirilmesi önem kazanmaktadır. Bu tez çalışmasının amacı mevcut durumda akıllı şehir çözümlerinin sunduğu değer önerilerini literatürdeki akıllı şehir kriterleri açısından inceleyerek hangi alanlarda ilerlemeler bulunduğunu, hangi alanlarda henüz gelişim alanı olduğunu tespit etmektir. Bu vesileyle, akıllı şehirler konusunda daha fazla çözüm üretilmesi gereken alanlarla ilgili fikir verilmesi hedeflenmektedir. Çalışma kapsamında akıllı şehirlerde hayata geçirilen çözümler, akıllı şehir projeleri ve akıllı şehir uygulamaları şeklinde iki ayrı grupta ele alınmış, akıllı şehir çözümlerine ait nitel ve nicel verilerin toplanması, verilerin istatistiki analizi ve karşılaştırılmasına dayalı bir araştırma yönteminden faydalanılmıştır. Her iki grupta yer alan çözümlerin değer önerileri, Osterwalder ve Pigneur iş modeli çerçevesinde incelenerek Cohen’in akıllı şehir çarkındaki kriterlerle hangi oranda uyumlu olduğu ortaya konmuştur. Ayrıca her iki grupta bulunan çözümlerin akıllı şehir kriterleri açısından birbirleriyle karşılaştırılması sonucunda da akıllı şehir çözümleriyle ilgili genel değerlendirmelerde bulunulmuştur.

De tout temps, les entreprises industrielles ont offert des services autour de leurs produits ; ce n’est cependant que depuis une vingtaine d’années, avec l’avènement d’une véritable économie des services, que ceux-ci ont pris une place centrale dans l’arsenal concurrentiel des entreprises industrielles. Si les services autour des produits sont bien connus des entreprises qui les offrent depuis longtemps et des clients qui les ont toujours achetés, ce n’est pas le cas de la littérature académique et scientifique qui peine à les insérer dans un cadre théorique existant ou à en développer un nouveau. L’objectif de ce chapitre est premièrement de définir le concept de services autour des produits et de l’insérer dans le cadre théorique du marketing relationnel. Deuxièmement, avec l’aide de ce cadre théorique, ce chapitre cherche à proposer une typologie de stratégies de services autour des produits qui soit théoriquement consistante mais aussi utile pour les managers. Ce chapitre est o...

Who is your customer? What does the customer value? How do you deliver value to customers at an appropriate cost? Business models that focus on the who, what, and how to clarify managerial choices and their consequences underpin the operations of successful organizations.

This article illustrates how Enterprise Architecture (EA) provides the Enterprise a competitive edge via streamlining, integration, standardization and enhanced agility, aligning its technology to business operation and goals. The business case for EA and the value it returns can be measured by evaluating several key benefits.  EA is a major asset in the Enterprise survival race. The reader’s Return on Investment (ROI) is:
• Learn the key EA benefit indicators
• Understand how to measure the prospective Return on EA (RoEA)
• Learn how to measure the value of the implemented EA

ABSTRACT
Both primary and secondary ventilation is important in underground mining. Secondary
ventilation refers to the provision of ventilation to development ends, stopes and services facilities,
which constitute secondary circuits tapped off the primary circuit or main through flow of air.
An unbalanced primary and secondary combination can cause re-circulation, which is inefficient
and potentially hazardous. These inefficiencies extend into operational and other considerations,
such as power.
Most cost justification analysis covers capital and physical consumables. These analyses are
often not comprehensive or holistic. This case study is an example of ‘how to holistically justify’ a
secondary ventilation circuit and optimise it to meet all stakeholder needs.
This paper particularly addresses the following:
•• how to account for all stakeholders in a secondary ventilation cost justification
•• the secondary ventilation components
•• the cost justification outcomes and how to measure them
•• some of the sensitivities
•• the stakeholders
•• how to present the justification to meet the stakeholder needs
•• secondary ventilation cost justification.

Strategi disusun pada dasarnya untuk membentuk 'response' terhadap perubahan eksternal yang relevan dari suatu organisasi. Perubahan eksternal tersebut tentunya akan dijawab dengan memperhatikan kemampuan internal dari suatu organisasi. Sampai seberapa jauh suatu organisasi dapat memanfaatkan peluang dan meminimalkan ancaman dari luar untuk memperoleh manfaat yang maksimal dengan mendayagunakan keunggulan organisasi yang dimiliki pada saat ini.

The question is why a new approach needed to integrating social considerations more effectively into core business operations and strategy? The main problem is that companies think of corporare-social-responsibility (CSR) in generic ways. Proponents have used moral obligation, sustainability, license to operate, and reputation to explain that CSR is much more than a cost and that every company must follow the principle of shared value. Companies must integrate a social perspective into the core frameworks using inside-out and outside-in linkages to understand competition and guide its business strategy.  They need to sort social issues for each of its business units and primary locations, and then to rank them in terms of potential impact into Generic social issues, Value chain social impacts, or Social dimensions of competitive context. At the heart of any strategy is unique value proposition: a set of needs a company can meet for its chosen customers that others cannot. The more closely tied a social issue is to the company’s business, the greater the opportunity to leverage the firm’s resources and capabilities, and benefit society. When value chain practices and investments in competitive context are fully integrated, CSR becomes hard to distinguish from the day-to-day business of the company.

We have several different schools with different point of view about strategy-making process which is conceived in practice as well as in education and research. According to the contingency theory, strategy which leads to the best performance depends on many factors, for example availability of qualified employees, goals and strategic behavior of the business owner.

The concept of business models and consequently business model innovation has its foundation in corporate practice, strategic management, and industrial economics. However, business models are not a strategy but constitute the core and driver of a strategy as well as the key for decoding, understanding, and effectively communicating a strategy both within an organization as well as across its business ecosystem.

As with Business Model, the Business Model Innovation literature is not well developed. This paper focuses on the effects that can be achieved through business model innovation, in particular organizational sustainability. In this regard, the paper focuses on the organizational design and governance and the role different stakeholders, predominantly customers and partners play in the innovation process towards organizational sustainability. Finally, the ways by which organizational performance is influenced by different business models are also explored, aiming to shed light on this theoretical gap.

The results provide insights to manufacturers in developing countries, overcoming their dependence on commoditized products and OEM manufacturing while maintaining a sustainable ecosystem. Finally, implications for theory, policy, and practice are outlined along with the suggestions for future research.

Keywords:  Business Model, Value Proposition, Organizational Sustainability, Innovation

Bags and plastics are tools with similar function on each other, namely as containers for carrying goods or buying goods. However, each tool has different benefits and impacts in its process of use. It makes bags and plastics as two-related tools in consumption substitution functions, the need for both of these tools has now become something to be considered for Indonesian society. In this case, Bezbag take on the role of as the provider of bag products and also give solutions in efforts to reduce the use of plastic bags, by planning a business model of totebag. In this business model canvas, Bezbag focus on 2 research objects namely customer segments and value propositions. Using action research method and qualitative approach, the research carried out with 2 stages of test namely test the problem and test the solution, by interviewing and offering solutions to 30 respondents. Based on the tests, the result is establishment the new business model in customer segments, value propositions, and revenue streams. The customer segments consist of high school students grade 11-12, semester 2-8 college students, office & business workers, enterpreneurs, schools/universities, internal organizations of school, and business companies. Bezbag value propositions consist of simple-worthwhile-impressive principle of production, varied products, top materials quality, and providing special order service. While the revenue streams consist of 3 streams namely: canvas products revenue, shopping bag products revenue, and custom orders revenue.

Öykü anlatımı, pazarlama sürecinde gerek hatırlanabilirliği sağlaması gerek ürün
ve markalarla antropoformist ilişkiler kurulması gerekse hedef kitle ile iletişimin
kişiselleştirilmesi amacıyla sıklıkla kullanılmaktadır. Temelde istenen aksiyon adına ikna
etmeyi amaçlayan reklamlar, bir değer vaadi içeren kurgusal içeriklerdir. Geçmişten
bugüne en eski değer aktarım formu olan anlatılar ise reklam verenler tarafından
ikna sürecini kolaylaştırması sebebiyle sıklıkla tercih edilmektedir. Reklam aracılığıyla
hedef kitlede yaratılması arzulanan aksiyon tüketimdir ve bu çerçevede reklam
hedef kitlesini tüketim adına motive etmeye çalışır. Bu motivasyon kapsamında
ürüne rasyonel, sembolik ve/veya deneyimsel faydalar atfeder, hedef kitlede değer
yaratımı amaçlar. Öyküleyici reklamlar, başrol ile kurulan özdeşlik aracılığıyla öyküye
kapılma deneyimi sağlamakta, böylelikle, tüketim ritüeline değerler atfetmekte ve
hedef kitlenin değerlendirme sürecini yönlendirmeyi amaçlamaktadır. Araştırma
kapsamında irdelenen öyküleyici reklamın ürüne atadığı değerler, doyum ve tatmin
vaat ettiği motivasyonlar, reklam anlatısının dokusuna işlenen ürün tüketim ve
değerlendirme ritüeli, Lai’nin (1995) “Tüketici Değerlendirme Süreci Çerçevesi”
kapsamında irdelenmiştir. Bu kapsamda makalenin araştırma kısmında Biscolata Mood
reklam serisi, göstergebilimsel analiz ile çözümlenmiş, vaat ettiği değerler ve reklam
anlatısında sunduğu ürün değerlendirme süreci anlaşılmaya çalışılmıştır. Bu bağlamda
öyküleyici reklamların tüketicilerin ürünü değerlendirme sürecini nasıl inşa ettiği
ortaya koyulmaya çalışılmıştır.

Social media presents one of the richest forums to investigate publicly explicit brand value propositions and its corresponding customer engagement. Seldom have researchers investigated the nature of value propositions available on social media and the insights that can be unearthed from available data. This work bridges this gap by studying the value propositions available on the Twitter platform.
This thesis presents six different studies conducted to examine the nature of value propositions. The first study presents a value taxonomy comprising 15 value propositions that are identified in brand tweets. This taxonomy is tested for construct validity using a Delphi panel of 10 experts – 5 from information science and 5 from marketing. The second study demonstrates the utility of the taxonomy developed by identifying the 15 value propositions from brand tweets (nb=658) of the top-10 coffee brands using content analysis. The third study investigates the feedback provided by customers (nc=12077) for values propositioned by the top-10 coffee brands (for the 658 brand tweets). Also, it investigates which value propositions embedded in brand tweets attract ‘shallow’ vs. ‘deep’ engagement from customers. The fourth study is a replication of studies 2 and 3 for a different time-period. The data considered for studies 2 and 3 was for a 3-month period in 2015. In the fourth study, Twitter data for the same brands was analysed for a different (nb=290, nc= 8811) 3-month period in 2018. This study thus examines the nature of change in value propositions across brands over time. The fifth study was on generalizability and replicates the investigation of brand and customer tweets (nb=635, nc=7035) in the market domain of the top-10 car brands in 2018. Lastly, study six conducted an evaluation of a software system called Value Analysis Toolkit (VAT) that was constructed based on the research findings in studies 1 - 5. This tool is targeted at researchers and practitioners who can use the tool to obtain value proposition-based insights from social media data (brand value propositions and the corresponding feedback from customers). The developed tool is evaluated for external validity using 35 students and 5 industry participants in three dimensions (tool’s analytics features, usability and usefulness).
Overall, the contributions of this thesis are: a) a taxonomy to identify value propositions in Twitter (study 1) b) an approach to extract value proposition-based insights in brand tweets and the corresponding feedback from customers in the process of value co-creation (studies 2 - 5) for the top-10 coffee and car brands, and c) an operational tool (study 6) that can be used to analyse value propositions of various brands (e.g., compare value propositions of different brands), and identify which value propositions attract positive electronic word of mouth (eWOM). These value proposition-based insights can be used by social media managers to devise social-media strategies that are likely to stimulate positive discussions about a brand in social media.

The construct ‘value proposition’ is becoming evident in the world of design, as business and marketing intersect with the processes of design. Value proposition can be a powerful way of modelling ideas for products, rather than the actual realisation of those products. The paper offers a brief overview of literature referencing value proposition, found in relevant fields of business and innovation. The paper details a primary investigation of the usage of value proposition by design companies. This is conducted through an analysis of industrial design firms’ websites across six key countries. The findings are that value proposition is still a minor component of the offerings of design firms. However, it was found that larger companies do utilise similar forms of ‘idea modelling’. The paper goes on to propose a structured method of building and communicating a value proposition for designers – VP(d). This offers a bridge between various pre-product and post-product states. An implication is that it strengthens design and designers’ role in business and strategic innovation.

To counter the unsustainability of the current mainstream fashion system, an increasing number of designers are activating practices of social making aimed at empowering people through shared learning experiences. Within this context, the collaborative network Mode Uncut initiated Make Yourself…, a project focused on socializing value creation through making clothing differently. This article presents the project which took place in BITZ Unibz FabLab in Bolzano (Italy), as a case of social making of clothing in a “makershop” (i.e., a makerspace combined with a pop-up shop where diverse locals make clothes using discarded textiles and second-hand garments). Through this participatory action research project, it emerged that the process of bringing together diverse locals in a makerspace can help generating different clothing concepts, and that these concepts can bring about different value propositions for local clothes production. As an outcome of the project, a framework for socializing value creation was corroborated and enriched; the framework is conceived for other designers to use and generate value for individuals, communities, societies, the environment and local economies. In conclusion, this article discusses how social making contributes to shaping alternative exchange economies of fashion.

Purpose -The purpose of this paper is to provide further insight into operations management of the Product-Service (P-S) transition, known as servitization, and the resulting Product Service System (PSS) offerings. In exploring the dynamics of product-service transition this paper adopts a Service-Dominant (S-D) logic view of value creation, using it as a lens through which to explore value propositions of the P-S transition and their operations design.

Social Media facilitates a two-way channel between brands and customers, whereby value co-creation is enabled through customer engagement (CE) with brand value propositions. Brands proposition their values to their customers and this Marketer-Generated-Content (MGC) is propagated through social-media. The corresponding CE enables the creation of User-Generated-Content (UGC) in the form of likes, shares and comments (positive or negative). While there has been prior work on MGC/UGC, seldom has research investigated the nature of shallow vs. deep engagement for value propositions in social media. Shallow vs. deep engagement in social-media manifests in the form of likes/shares vs. comments for value propositions offered by brands. To address this gap, this paper uses a Twitter dataset of value propositions from Top-10 coffee brands comprising 658 tweets and 12077 customer responses. This work utilizes the 5-level categorization of Consumption-Value-Theory to categorize the 15 value dimensions in the tweets. Through statistical modelling this research shows that the nature of value propositions that attract shallow vs. deep engagement varies from brand-to-brand. Also, this work demonstrates that deep engagement is facilitated by complex interaction of variables over shallow engagement. These findings can help brand managers to identify and promote specific value propositions to meet their social-media objectives.

This document describes in detail how our app is going to achieve its goals. This business plan lays out a written plan from a marketing, financial and operational viewpoint. The plan includes the overall budget, current and projected financing, a market analysis and its marketing strategy approach. In this business plan, we project revenues and expenses for a certain period of time and describe the operational activity and the costs related to the business.

The aim of this study was to determine how Employer Branding influences HR Value Proposition and furthermore to study the concept of employer branding and its relationship with other dimensions of organization. In recent times, organisations have realized the value of using these marketing efforts in personnel management. Just as strong consumer brands influence growth and bring profits to companies it is undeniable that a strong employer brand has an influence on business outcomes. Companies that have been managing their employer brand consistently have been able to bring value to their employees thus leading to increased commitment, loyalty and retention Employer Branding is a collection of ideas and beliefs that influence the way current and potential employees view an organization and the employment experience that the Organization is offering. It communicates the company's culture and values and helps to ensure employees are passionate about and fit in with, the organizational culture to help to move the company forward. In order to improve the quality of employment companies can implement varying retention management strategies simultaneously increasing loyalty of employees. Making the employment experience unique, by generating and communicating an employment value proposition, employers are able to produce brand equity increasing retention of employees.

Keywords: Value Proposition, Employer Branding, Employee Value Proposition, Strategic Human Resource Management

Citation: Charak, K., Pawar, A. (2017). Conceptualising the Employer Branding as an Effective Strategic Approach of HR Value Proposition. Ajanta: International Multidisciplinary Research Journal, 6(4): 1-16

Shopping mall industry in Malaysia especially in Klang Valley facing the issue of oversupply. According to Knight Frank research (2018), the recent completion of circa 1.40million sq.ft. has brings the net lettable area of retail space in Klang Valley's cumulative supply to 58.97million sq.ft. in 2H2018. Shopping mall's owners and operators need to continuously refresh and reinvent. Also, to embark on asset enhancement initiative (AEI) and creating new experience to stay relevant in the competitive environment. Hence, an effective value proposition is important and it needs to be distinct. This research applies academic models and framework to develop a value proposition of shopping mall. Herewith, Mid Valley Megamall is the shopping mall under study and comparing with the leading competitor in the market which is Sunway Pyramid Shopping Centre. The objectives of this paper including identification of customer's perceive value of shopping mall, critical evaluation of existing value proposition of Mid Valley Megamall with Sunway Pyramid Shopping Centre. Nevertheless, to identify gap and finally to propose a new value proposition for Mid Valley Megamall. Monroe (1990) and Holbrook's Typology Value (1999) Framework is using in elaborating customer's perceived value of shopping mall. Followed by using Piercy (2009) and Lawton (n.d) Model in differentiating and evaluating the existing value proposition of both shopping malls. Finally, a new value position proposal is recommended to Mid Valley Megamall in order to stimulate a competitive advantage among its competitors.

To counteract increasing competition and satisfy evolving customers’ needs, many firms are changing the positioning of their offering, from being product-based into service-based. Despite the increasing relevance of this shift, it is still unclear if this choice has a differential impact on customer perceived value.

Therefore the purpose of this paper is to analyze customer perceived value for a firm’s offering being positioned either as service-based or product-based. An experiment was conducted using stimuli from two different product categories (hearing aids and bicycles) and measuring customers perceived value through the PERVAL scale’s four dimensions (quality value, emotional value, price value, social value).

The results show that presenting the product as service-based instead of good-based can enhance customer perceived value (in particular: quality, emotional and social value), but only if customers are not familiar with the product.

"3- Elevator Questions" presents a simple and sharp methodology for accessing the critical elements of any business idea. Many Start-ups spend a lot of time and resources on developing a product or service. Yet after launching the product the market is less than enthused with the offering and slowly the product and the company that launched it goes into the background discontented resulting in high failure rate in start-ups. Our proposed methodology provides entrepreneurs with an investor’s point of view about their company. The "3-Elevator Questions" Framework provides a simple framework for testing the commercial success of the business. Following this methodology enables the Entrepreneur to communicate concisely his product/service offering, his target market and the value proposition he is offering them. It also enables the entrepreneur to build a competitive advantage to compete with his competitors. In this paper, we will discuss cases where companies executed a winning strategy by adopting this methodology. In the study conducted, we have obtained desired results with start-ups and we feel that established businesses can obtain similar desired results by using this methodology in commercializing new products/services.

Brand owners have increasingly adopted social media for propositioning the values of products and services. This work scrutinizes the nature of 'values' embedded in the tweets as propositioned by brand owners. We extract and analyse the tweets (658 of them) posted by the owners of the top-10 coffee chains in a period of three months (August to October of 2015) for their value propositions. This paper identifies 16 different categories of values propositioned by brands. Using consumption value theory as the theoretical basis, the value categories are grouped into four broader category themes (functional, emotional, social and epistemic). The presence of values in a tweet is classified using content analysis undertaken by 4 independent raters. Our analysis of values in tweets reveals that a) different types of values exist in tweets and there are significant differences between values embedded in tweets (independent of brands), b) brands differ in the values they embed within the tweets and c) the presence of certain values stimulates user interests more than others (e.g. through retweeting or liking a tweet). The paper discusses these results in detail along with the implications of the results for marketing practice.

De tout temps, les entreprises industrielles ont offert des services autour de leurs produits ; ce n’est cependant que depuis une vingtaine d’années, avec l’avènement d’une véritable économie des services, que ceux-ci ont pris une place centrale dans l’arsenal concurrentiel des entreprises industrielles. Si les services autour des produits sont bien connus des entreprises qui les offrent depuis longtemps et des clients qui les ont toujours achetés, ce n’est pas le cas de la littérature académique et scientifique qui peine à les insérer dans un cadre théorique existant ou à en développer un nouveau. L’objectif de ce chapitre est premièrement de définir le concept de services autour des produits et de l’insérer dans le cadre théorique du marketing relationnel. Deuxièmement, avec l’aide de ce cadre théorique, ce chapitre cherche à proposer une typologie de stratégies de services autour des produits qui soit théoriquement consistante mais aussi utile pour les managers.
Ce chapitre est organisé de la manière suivante : premièrement, nous définissons le concept des services autour des produits, les liens qu’ils ont avec les produits qu’ils entourent et leur contribution à la performance de l’entreprise qui les offre. Ensuite, nous présentons les quatre types de stratégies de services autour des produits que sont :
- la stratégie discount,
- la stratégie relationnelle,
- la stratégie individuelle,
- la stratégie d’outsourcing.
Chacune de ces stratégies est ensuite illustrée par des exemples pratiques permettant la mise en évidence des mécanismes sous-jacents à la création de valeur pour les entreprises comme pour leurs clients. Ces stratégies étant basées sur différents types de liens entre entreprises et clients, ces exemples permettent de mieux comprendre leurs avantages et inconvénients. Finalement, nous concluons le chapitre sur les conditions nécessaires aux stratégies de services autour des produits et sur les difficultés liées à leur mise en œuvre.

Research of methodologies and frameworks of digitized consumer-based services is a hot topic in service and IS research communities currently. This study tests Consumer Information System framework and Critical Success Chain (CSC) methodology in the interpretive field study (n=24), which aims at eliciting requirements for find database of metal detecting hobbyists. The main research question of this study is: What are the system value propositions and customer value drivers of the consumer-based online communities? Following two subresearch questions were set: 1) What are initial and ultimate value drivers of find database use? 2) What are the value propositions and feature offerings a find database system to offer to its users? This study suggest that the find database activity is initially driven by utilitarian reasons, such as saving time and gaining work and task efficiency, to support history research and history preservation, as well as being able to interact with other hobbyists. This study also suggests that use is ultimately driven by combined utilitarian and hedonic interest, such as history and archaeology research, self-esteem and learning, and sociality and status. As for value propositions time and effort savings, quality and quantity of content, new friends and contacts, credibility, experience and enjoyment as well as other rewards are asked from the find database. Finally this study implicates that CIS’s current hypothesis of system value propositions and customer value drivers is not directly applicable to this context and that further development of the framework is needed.

Who is your customer? What does the customer value? How do you deliver value to customers at an appropriate cost? Business models that focus on the who, what, and how to clarify managerial choices and their consequences underpin the operations of successful organizations.

Misael Calvin Suseno
2440019245
Universitas Bina Nusantara
[email protected]

Referensi:
Alexander Osterwalder, Yves
Pigneur, Greg Bernarda &
Alan Smith (2014) Value
Proposition Design, John
Wiley & Sons, Inc.

Dosen Pembimbing:
Agung Purnomo

Purpose – The purpose of this paper is to provide further insight into operations management of the Product-Service (P-S) transition, known as servitization, and the resulting Product Service System (PSS) offerings. In exploring the dynamics of product-service transition this paper adopts a Service-Dominant (S-D) logic view of value creation, using it as a lens through which to explore value propositions of the P-S transition and their operations design.

Design/methodology/approach - This paper presents an in-depth case study of an Original Equipment Manufacturer (OEM) of durable capital equipment who, over the last five years, has
expanded their offerings to include use and result orientated product-service systems. The research design uses a multi-method approach; employing 28 in-depth qualitative interviews with customers and employees and analysis of texts, documents and secondary data including five years of
Enterprise Resource Planning (ERP), call centre and contract data.

Findings – The paper identifies 10 generic P-S attributes, which are abstracted into four nested value propositions; asset value proposition; recovery value proposition; availability value
proposition; outcome value proposition. In examining the operations design for delivery of these value propositions it is found that the role and importance of contextual variety increases as the organisation moves through the value propositions. Interdependencies amongst the value
propositions and differences in operational design for each value proposition are also found.

Research limitations/implications - The paper investigates PSS through an S-D logic mindset.
First, the paper considers value propositions of PSS not according to ‘product’ or ‘service’ but in terms of how resources (both material and human) are optimally designed to co-create customer value. Second, a value co-creation system of nested value propositions is illustrated. In so doing the findings have a number of implications for literature on both PSS and S-D Logic. In addition, the research adds to the PSS literature through the identification and consideration of the concept of
contextual use variety.

Practical implications – The paper demonstrates the complexity of the transition from product to service. Specifically, service cannot be seen as a bolt-on extra to their product offering, complexity caused by interactions and changes to the core offering require a systems perspective and consideration of both firm and customer skills and resources.

Originality/value – This paper extends existing literature on the P-S transition and its implications for operations management. Notably, it takes an S-D logic perspective of value creation and in so doing highlights the importance and role of contextual use variety in the P-S transition. It also provides further empirical evidence that the P-S transition cannot be treated as discrete stages but is evolutionary and requires a complex systems perspective.

I construe the expressivist task with respect to the Frege-Geach problem as a simulation game, whereby the inferential roles characteristic of logical constant thought is explained in expressivist terms. I suggest that basis on which the relevant roles may be explained are rational consistencies and inconsistences among sentiments, and I show how this may also deliver moral propositions.

The purpose of this paper is creating distinctive value proposition and recognizable destination brand through integration of different activities and actors in the segment of tourism by application of a business model tool. To illustrate the application of the " Business model canvas " tool, it was taken a case study of the city of Ohrid, which is one of the most beautiful tourist destination on the Balkan Peninsula, protected by UNESCO, but at the same time confronted with many problems in tourism, as many tourist destinations in the world. Besides, the application of the methodology of " business model canvas " , we carried out interviews and an empirical survey on " creators " and " consumers " of tourism in the city of Ohrid. The results of the overall research, the created tourist model of Ohrid, as well as the supported research instruments, interviews and empirical survey bring some interesting ideas and solutions for many contemporary...

It is indisputable that everything we are currently experiencing as a result of the events linked to the Covid-19 will leave a deep mark. It will not only affect companies, but it will impact them through people’s and customers’ behavioral change.
We can utilise Business Model Canvas as therapy for the companies.

Content marketing has become a mainstream channel for brands to engage the market with value propositions. Through content, brands control, instigate and co-create value with its target audience. However, the nature of value propositions embedded within the cycle of content co-creation and their impact on eWOM outcomes has received scant attention from an empirical perspective. In this paper, we propose a value proposition-based framework around content marketing using established business perspectives. We employ bidirectional Twitter data from brands and customers to unearth descriptive, diagnostic and predictive insights into value propositions. Using a sample of marketer-and user-generated data from 10 Coffee (n(MGC) = 290, n(UGC) = 8811) and Car brands (n(MGC) = 635, n(UGC) = 7035) in 2018, a taxonomy of value propositions based on the literature was proposed and validated. The results of our study identify (a) descriptive insights explaining differentiation of brand value propositions, (b) diagnostic insights relating to consumer sentiments in response to the value proposition mix and (c) predictive insights of models predicting brand-specific values' influencing Like, Share, Comment and Positive/Negative valence. Our results show that an effective social media marketing strategy selectively uses elements of the marketing mix (i.e. 4 P's) within value propositions to attract favourable eWOM outcomes.

The purpose of this paper is creating distinctive value proposition and recognizable destination brand through integration of different activities and actors in the segment of tourism by application of a business model tool. To illustrate the application of the " Business model canvas " tool, it was taken a case study of the city of Ohrid, which is one of the most beautiful tourist destination on the Balkan Peninsula, protected by UNESCO, but at the same time confronted with many problems in tourism, as many tourist destinations in the world. Besides, the application of the methodology of " business model canvas " , we carried out interviews and an empirical survey on " creators " and " consumers " of tourism in the city of Ohrid. The results of the overall research, the created tourist model of Ohrid, as well as the supported research instruments, interviews and empirical survey bring some interesting ideas and solutions for many contemporary issues in tourism, such as: integrated tourist offer that lasts 12 months, combined with diverse types of tourism, highly professional service and shared values, widely differentiated accommodation with clear targeting and positioning strategy, as well as focused tourist zones that cover certain type of tourism for a pleasant stay and experience e of tourists with necessary supporting services for the full functionality. The main idea is the wide diversity of offers to be integrated into one story, supported from citizens as well as from all key partners who believe in the city brand called Ohrid.

In diesem Aufsatz argumentiere ich, dass die Standardauffassung von Propositionen und propositionalen Einstellungen inadäquat ist, ein Artefakt der gegenwärtig herrschenden theorielastigen Auffassung von Intentionalität, Sprache und Rationalität, und skizziere eine alternative Auffassung. Im folgenden Abschnitt belege ich erst einmal die These der Theorielastigkeit anhand einiger Beispiele vor allem aus der gegenwärtigen analytischen Philosophie. Der dritte Abschnitt erklärt, wie diese Theorielastigkeit im Standardverständnis von Propositionen und propositionalen Einstellungen verkörpert ist. Im vierten Abschnitt argumentiere ich, dass dieses Standardverständnis der Proposition zwei unvereinbare Rollen zuweist. Sie kann nicht sowohl einen Sachverhalt repräsentieren, der Gegenstand praktischer genauso wie theoretischer Stellungnahmen sein kann, als auch wie eine theoretische Stellungnahme Wahrheitswertträger sein. In den folgenden Abschnitten versuche ich eine partielle Diagnose, wie es zu dieser Auffassung kommen kann: gewisse Formen der Neutralisierung von Stellungnahmen durch das bloße „in den Raum stellen“ (fünfter Abschnitt), durch fiktionale Kontexte (sechster Abschnitt) und den Kontext logischer Verknüpfungen (der so genannte „Frege-Punkt“; siebter Abschnitt) werden verwechselt mit der Neutralität zwischen dem Praktischen und Theoretischen, zwischen Wollen und Wahrheit, die die Standardauffassung erfordern würde. Der achte Abschnitt skizziert in groben Umrissen ein alternatives Bild. Demnach wird eine Repräsentation eines Sachverhalts erst durch die dazu kommende theoretische oder praktische Position zu einer Stellungnahme und damit zum Träger eines Erfüllungswerts. Die Bereiche des Praktischen und des Theoretischen sind parallel strukturiert und unterschieden sich im Wesentlichen nur durch die Verschiedenheit der Passrichtungen. Grundlegende rationale Operationen wie Deduktion, Abduktion und Induktion können auf praktischen Stellungnahmen genauso ausgeführt werden wie auf theoretischen. Im neunten Abschnitt verorte ich die tieferen Wurzeln der Theorielastigkeit in dem Verlangen, das Praktische an die dem Theoretischen eigene Form der Objektivität zu assimilieren. Dieses Verlangen muss aber fruchtlos bleiben, und die dem Praktischen eigene Form der Objektivität wird so verfehlt. Der letzte Abschnitt deutet an, wie sich Werturteile in dem skizzierten Rahmen deuten lassen.

pursued a PhD at Loughborough Design School, exploring how service design can be used to activate textile artisan communities to transition towards a sustainable future. Currently, Francesco is a post-doctoral research fellow at the Centre for Sustainable Fashion (CSF), sponsored by Neal's Yard Remedies, investigating ways in which design activism can create counter-narratives towards sustainability in fashion.

Este estudo tem o objetivo de analisar a participacao do capital humano como um driver das estrategias de marketing da empresa Apple. Foi realizada uma pesquisa qualitativa com a coleta de dados primarios e secundarios. Entrevistas em profundidade foram realizadas com executivos responsaveis por unidades iPlace no Brasil e analisadas por meio da tecnica de analise do conteudo. A triangulacao ocorreu por meio dos dados secundarios. Os resultados demonstraram que o capital humano esta inserido nas acoes mercadologicas da Apple como um construto central e praticas estrategicas relevantes da Apple foram concebidas e encorajadas por Steve Jobs, sendo o capital humano um dos direcionadores das estrategias de marketing da organizacao.Palavras-chave: Estrategias de marketing. Capital humano. Proposta de valor. Direcionadores de orientacao de mercado. Apple.

Content marketing has become a mainstream channel for brands to engage the market with value propositions. Through content, brands control, instigate and co-create value with its target audience. However, the nature of value propositions embedded within the cycle of content co-creation and their impact on eWOM outcomes has received scant attention from an empirical perspective. In this paper, we propose a value proposition-based framework around content marketing using established business perspectives. We employ bidirectional Twitter data from brands and customers to unearth descriptive, diagnostic and predictive insights into value propositions. Using a sample of marketer- and user-generated data from 10 Coffee (n(MGC) = 290, n(UGC) = 8811) and Car brands (n(MGC) = 635, n(UGC) = 7035) in 2018, a taxonomy of value propositions based on the literature was proposed and validated. The results of our study identify (a) descriptive insights explaining differentiation of brand value prop...

pursued a PhD at Loughborough Design School, exploring how service design can be used to activate textile artisan communities to transition towards a sustainable future. Currently, Francesco is a post-doctoral research fellow at the Centre for Sustainable Fashion (CSF), sponsored by Neal's Yard Remedies, investigating ways in which design activism can create counter-narratives towards sustainability in fashion.