TY - JOUR
T1 - Matching Value Propositions with Varied Customer Needs
T2 - The Role of Service Modularity
AU - Heikka, Eija-Liisa
AU - Frandsen, Thomas
AU - Hsuan, Juliana
PY - 2018
Y1 - 2018
N2 - Organizations seek to manage varied customer segments using varied value propositions. The ability of a knowledge-intensive business service (KIBS) provider to formulate value propositions into attractive offerings to varied customers becomes a competitive advantage. In this specific business based on often highly abstract service offerings, this requires the provider to have a clear overview of its knowledge and resources and how these can be configured to obtain the desired customization of services. Hence, the purpose of this paper is to investigate how a KIBS provider can match value propositions with varied customer needs utilizing service modularity. To accomplish this purpose, a qualitative multiple case study is organized around 5 projects allowing within-case and cross-case comparisons. Our findings describe how through the configuration of knowledge and resources a sustainable competitive advantage is created through creating the right kind of value propositions for varied customers with the help of modularity. Understanding gained through this research helps KIBS organizations in their efforts to increase organizational effectiveness through modular services.
AB - Organizations seek to manage varied customer segments using varied value propositions. The ability of a knowledge-intensive business service (KIBS) provider to formulate value propositions into attractive offerings to varied customers becomes a competitive advantage. In this specific business based on often highly abstract service offerings, this requires the provider to have a clear overview of its knowledge and resources and how these can be configured to obtain the desired customization of services. Hence, the purpose of this paper is to investigate how a KIBS provider can match value propositions with varied customer needs utilizing service modularity. To accomplish this purpose, a qualitative multiple case study is organized around 5 projects allowing within-case and cross-case comparisons. Our findings describe how through the configuration of knowledge and resources a sustainable competitive advantage is created through creating the right kind of value propositions for varied customers with the help of modularity. Understanding gained through this research helps KIBS organizations in their efforts to increase organizational effectiveness through modular services.
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954933185430
U2 - 10.1002/kpm.1556
DO - 10.1002/kpm.1556
M3 - Journal article
VL - 25
SP - 64
EP - 73
JO - Knowledge and Process Management (Print Edition)
JF - Knowledge and Process Management (Print Edition)
SN - 1092-4604
IS - 1
ER -