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

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dc.contributor.authorBaumann, Jasmin
dc.contributor.authorLe Meunier-FitzHugh, Kenneth
dc.contributor.authorWilson, Hugh N.
dc.date.accessioned2017-03-03T11:32:17Z
dc.date.available2017-03-03T11:32:17Z
dc.date.issued2017
dc.description.abstractThis 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.citationBaumann 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 107-121en_UK
dc.identifier.issn0019-8501
dc.identifier.uri10.1016/j.indmarman.2017.02.002
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/11556
dc.language.isoenen_UK
dc.publisherElsevieren_UK
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.titleThe challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional servicesen_UK
dc.typeArticleen_UK

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