Map Your Market Offerings: What Kind of Value Proposition Can Your Customers Buy from You?

Thomas Ritter, Carsten Lund Pedersen, Poul Houman Andersen

Research output: Book/ReportReportResearch

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Abstract

This booklet is based on 19 interviews with executives from manufacturing firms that also offer services and thus have a broad market offering. The development of the framework used in the interviews and presented in this booklet is based on contributions from the strategy literature (e.g., Stabel & Fjeldstad, 1998), the marketing literature (e.g., Eggert et al., 2016), the innovation literature (e.g., Chesbrough, Lettl, & Ritter, 2018), and the business model literature (e.g., Ritter & Lettl, 2018; Ritter & Pedersen, 2020).

WHO IS THE BOOKLET FOR?

Market exchange is becoming increasingly complex. What sellers actually offer, to which kind of buyers, and how value propositions are presented convincingly to buyers have taken on new and challenging developments with the introduction of new technologies which allow new ways to design market offerings and new ways for customers, intermediaries and providers of complementary offerings to obtain value. This calls for analysis, understanding and strategic decisions.

The booklet is written for decision makers in manufacturing firms who want to analyze their market offerings – regarding the combination of products (resources for exchange), processes (service interactions), and platforms (interactions within an ecosystem). The booklet offers tools for reflecting and analyzing
and thus offers executives the opportunity to understand their current market offerings and value propositions.
This booklet is written for decision-makers in manufacturing firms who want to analyze the status of their organizations’ product, service, and data integration strategies and initiatives. The booklet offers tools useful for reflecting on and analyzing this issue. As such, it provides executives with an opportunity to understand their current P+S+D integration situation.
The booklet is a part of the research activities underlying the servitize.dk (https://servitize.dk/) project supported by the Danish Industry Foundation.
Original languageEnglish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School, CBS
Number of pages16
ISBN (Print)9788793226791
ISBN (Electronic)9788793226807
Publication statusPublished - Apr 2022
SeriesP+S+D Integration Booklet Series

Bibliographical note

The booklet is a part of the research activities underlying the servitize.dk (https://servitize.dk/) project supported by the Danish Industry Foundation.

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