A stakeholder perspective of the value proposition concept
Abstract
Purpose: The value proposition concept and the stakeholder perspective have received relatively little attention within Service‐Dominant (S‐D) logic. This paper sets out to explore value propositions in the context of S‐D logic, within the multiple stakeholder domains that form part of a marketing system. Its purpose is to identify how use of the value proposition concept, in this broader context, provides new insight into value creation within a value network. Design/methodology/approach: This paper explores the development of value propositions in key stakeholder market domains. A five‐step process is developed for identifying key stakeholders and co‐creating value propositions for them within a marketing system. Findings: Value propositions have a key role in co‐creation of value between stakeholders. The development of value propositions in multiple stakeholder domains can provide an important mechanism for aligning value within a marketing system. Practical implications: Stakeholder value propositions provide enhanced opportunities for value co‐creation and can assist managers in aligning value and stabilizing relationships within an organization's value network. Originality/value: This paper considers a broader view of value through creation of value propositions for key stakeholders. An iterative framework is proposed that couples the stakeholder concept and value co‐creation.
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Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange.
“Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange (Bhattacharya and Korschun 2008;Frow and Payne 2011;Layton 2007).”
From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Frow and Payne 2011
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- Authors
- Frow, P., & Payne, A.
- Affiliations
- The University of Sydney (AU)
- UNSW Sydney (AU)
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2011-02-15
- Volume
- 45
- Issue
- 1/2
- Pages
- 223-240
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W2070669899
- Cited by
- 424
- References
- 77
- Citations by year
- 2026: 14 · 2025: 18 · 2024: 39 · 2023: 23 · 2022: 17 · 2021: 37 · 2020: 38 · 2019: 33 · 2018: 36 · 2017: 37 · 2016: 34 · 2015: 26 · 2014: 36 · 2013: 15 · 2012: 13
- FWCI
- 66.75
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- European Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Innovation
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- value proposition, stakeholder perspectives, service-dominant logic, value co-creation, value networks, marketing systems, stakeholder identification, value alignment, stakeholder relations
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