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Value proposition dynamics in response to external event triggers

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  • Leroi-Werelds, Sara
  • Verleye, Katrien
  • Line, Nathaniel
  • Bove, Liliana

Abstract

In light of recent calls for adopting a dynamic perspective on value propositions, this paper investigates value proposition dynamics - i.e., strategic moves made by firms to further develop and/or change their value propositions - in response to external event triggers. External event triggers are disturbances emitted from the macro-environment that challenge the status quo of one or more market actors and/or the industry in which they are embedded. This paper provides a framework that describes the characteristics of external event triggers as well as the elements and strategic dimensions of value proposition dynamics. The relevance of this framework is illustrated by exemplars and case vignettes from the accommodation industry with regard to two external event triggers: human trafficking awareness and the COVID-19 pandemic. We conclude with a guide for practitioners on how the value proposition dynamics framework can be used to increase their firm’s ability to survive and thrive.

Suggested Citation

  • Leroi-Werelds, Sara & Verleye, Katrien & Line, Nathaniel & Bove, Liliana, 2021. "Value proposition dynamics in response to external event triggers," Journal of Business Research, Elsevier, vol. 136(C), pages 274-283.
    • Handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:274-283
    DOI: 10.1016/j.jbusres.2021.07.041
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    References listed on IDEAS

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    Cited by:

    1. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    2. Dahl, Andrew J. & Peltier, James W. & Swan, Eric L., 2023. "Anticipatory value-in-use in early-stage digital health service transformations: How consumers assess value propositions before and after abrupt, exogenous shocks," Journal of Business Research, Elsevier, vol. 163(C).
    3. Assiouras, Ioannis & Vallström, Niklas & Skourtis, George & Buhalis, Dimitrios, 2022. "Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery," Annals of Tourism Research, Elsevier, vol. 97(C).
    4. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.

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