University of Oulu

Identifying the value proposition for a novel sensor-based indoor air quality improvement service (case: VTT)

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Author: Dhar, Saurov1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 3.1 MB)
Pages: 110
Persistent link:
Language: English
Published: Oulu : S. Dhar, 2019
Publish Date: 2019-06-10
Thesis type: Master's thesis
Tutor: Koivumäki, Timo
Reviewer: Ulkuniemi, Pauliina
Koivumäki, Timo


In the past few years, indoor air quality has become a prominent issue in scientific and public domains because the buildings are incompatible with meeting the air quality objectives. The pollutants in indoor air are higher compared to outdoor air. As a result, indoor air pollutants generate a solid correlation with respect to health impairment. The adverse consequences of health create a significant effect on an individual’s productivity. People who are a part of vulnerable groups like children are more affected by the exposure of poor indoor air quality as the children have an immature respiratory and immune system. Considering the adverse effect of poor indoor air on health, the case company has developed a novel sensor-based indoor air quality improvement service for school.

The objective of this study is to comprehend how value proposition could be identified for this type of novel sensor-based indoor air quality improvement service. This study treats different concepts of value to create a relation in identifying the value proposition. The value proposition for this study is identified by using the value proposition canvas. The tool-assisted to identify distinct value proposition by recognizing customer requirements.

This thesis follows the nature of qualitative research, and case study method is applied to conduct the research. According to the method of this study, empirical data is collected through a semi-structured interview and focus group interview. Stakeholders were chosen as the sample for this research as they hold knowledge or expertise in both indoor air quality and indoor air quality improvement services.

The findings from this thesis outline that value proposition canvas can be combined with value co-creation in identifying value proposition for novel sensor-based indoor air quality improvement service. The credibility of using this process for identifying value proposition can be evaluated as value is created for the customer by recognizing the customer requirements. In this research, theoretical contribution agrees with the existing customer value proposition canvas and based on this the value proposition canvas is being extended by inserting value creation, and the tool is used through a co-creation process to recognize the value proposition.

The case company can utilize the identified value proposition to captivate potential stakeholders. The value proposition would assist the case company in distinguishing the innovative indoor air quality improvement services from the existing technologies in the market. Future research can continue identifying the completive advantage of the novel service based on the identified value proposition.

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