dc.contributor.author |
Baumann, Jasmin |
|
dc.contributor.author |
Le Meunier-FitzHugh, Kenneth |
|
dc.contributor.author |
Wilson, Hugh N. |
|
dc.date.accessioned |
2017-03-03T11:32:17Z |
|
dc.date.available |
2017-03-03T11:32:17Z |
|
dc.date.issued |
2017 |
|
dc.identifier.citation |
Baumann J, Le Meunier-Fitz HK, Wilson HN, The challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional services, Industrial Marketing Management, Volume 64, July 2017, Pages 107-121 |
en_UK |
dc.identifier.issn |
0019-8501 |
|
dc.identifier.uri |
10.1016/j.indmarman.2017.02.002 |
|
dc.identifier.uri |
http://dspace.lib.cranfield.ac.uk/handle/1826/11556 |
|
dc.description.abstract |
This study explores the communication of reciprocal value propositions in buyer-seller interaction and examines whether each party's value proposition is congruent with the value sought by their respective counterpart. Through 31 in-depth interviews with customers and salespeople from six professional service organizations, it was found that while both parties deliberately articulate value propositions, thereby initiating the co-creation process, there are some surprising disparities in the value dimensions offered by the salesperson. Although the customer's value proposition is largely consistent with the value sought by the seller, a marked discrepancy was encountered in the reverse case (i.e. between the seller's value proposition and the buyer's desired value). These findings indicate a significant misalignment between the seller's value proposition and actual co-creative behavior that can impede the subsequent collaboration and resource integration between the two parties, which could lead to customer dissatisfaction and potentially even service failure. |
en_UK |
dc.language.iso |
en |
en_UK |
dc.publisher |
Elsevier |
en_UK |
dc.rights |
Attribution-NonCommercial-NoDerivatives 4.0 International |
|
dc.rights.uri |
http://creativecommons.org/licenses/by-nc-nd/4.0/ |
|
dc.title |
The challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional services |
en_UK |
dc.type |
Article |
en_UK |