The challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional services
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.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.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.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 |
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