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dc.contributor.authorBallantyne, David
dc.contributor.authorFrow, Pennie
dc.contributor.authorVarey, Richard J.
dc.contributor.authorPayne, Adrian
dc.identifier.citationBallantyne, D., Frow, P., Varey, R.J. & Payne, A. (2010). Value propositions as communication practice: Taking a wider view. Industrial Marketing Management, available online 4 August 2010.en_NZ
dc.description.abstractThe aim of this article is to examine the concept and functioning of value propositions, seen through a service-dominant logic (S-D) lens. The variety of perspectives used to understand value propositions are examined, from unidirectional communication of value to reciprocal promises of value. The concept of reciprocal value propositions is examined in the light of S-D logic's fundamental premises. Examples are included to show how reciprocal value propositions can be used to initiate and guide resource integration activities between initiators and participants across a range of stakeholders of the firm. Some ‘taken for granted’ assumptions about market exchange are examined which act as a constraint on innovation in developing reciprocal value propositions, and more generally, stand in the way of innovative marketing practice. We also argue that reciprocal value propositions reveal opportunities for focal firm engagement with suppliers, customers, and other beneficiaries beyond sale/purchase transactions, as part of a platform for communicative interaction. In summary, we position reciprocal value propositions as a communication practice that brings exchange activities, relationship development, and knowledge renewal closer together.en_NZ
dc.subjectreciprocal value propositionen_NZ
dc.subjectcommunicative interaction platformen_NZ
dc.subjectservice-dominant logicen_NZ
dc.subjectstakeholders of the firmen_NZ
dc.subjecttime-logic of exchangeen_NZ
dc.titleValue propositions as communication practice: Taking a wider viewen_NZ
dc.typeJournal Articleen_NZ
dc.relation.isPartOfIndustrial Marketing Managementen_NZ

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