University of Oulu

Eija-Liisa Heikka, Satu Nätti, (2018) "Evolving value propositions in knowledge-intensive business services", Journal of Business & Industrial Marketing, Vol. 33 Issue: 8, pp.1153-1164,

Evolving value propositions in knowledge-intensive business services

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Author: Heikka, Eija-Liisa1; Nätti, Satu1
Organizations: 1Unit of Marketing, University of Oulu, Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Emerald, 2018
Publish Date: 2019-03-14


Purpose: The purpose of this paper is to explore what value dimensions and related value components are highlighted in the value proposition of knowledge-intensive business services (KIBS), both at the relationship and project levels, how value propositions can differ between new and established customer relationships, and finally what is characteristic to the evolution of value proposition in the KIBS context.

Design/methodology/approach: This study uses a comparative, qualitative multiple case study method.

Findings: The aim is to offer a comprehensive picture of the variety of value components in KIBS relationships, likewise, how the nature and composition of value proposition changes as a relationship evolves from conducting a single project toward a more established customer relationship. Individual experts seem to possess a crucial role in that development.

Originality/value: This study contributes theoretically by providing insights into the current literature on core dimensions and components of value propositions in this specific context, and differences there can be between new and established customer relationships. The study also offers much-needed, context-specific knowledge of knowledge-intensive services for managers. Empirically, these findings reflect the perspectives of both the service provider and four of its customers, ensuring a multi-sided description of the phenomenon.

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Series: Journal of business & industrial marketing
ISSN: 0885-8624
ISSN-E: 2052-1189
ISSN-L: 0885-8624
Volume: 33
Issue: 8
Pages: 1153 - 1164
DOI: 10.1108/JBIM-12-2017-0306
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © Emerald Publishing Limited. Published in this repository with the kind permission of the publisher.