Emergence and Dynamics of Value Proposition Position: A Case Study of Digital Platform in Logistics

New businesses are created every day, and new offerings are launched to the markets – however only a few of these succeed. The value proposition represents a strategic marketing tool that connects the firm with its customers. Despite marketing research identifying the emergence stage of value propositions as a research gap, this remains underexplored. This study argues that value propositions have an adaptive, dynamic nature influenced by outside factors (customers, institutions), as well as internal (goals, resources). Further, it explores constraints and triggers to value proposition development and shows how change can be affected by one or the other, and sometimes by contradictory forces acting at the same time. The study contributes to literature on value proposition emergence in marketing and expands current understanding of the dynamics of value creation during B2B startup phase.