Tarjoamapohjainen arvon luomisen teoria

Translated title of the contribution: Tarjoamapohjainen arvon luomisen teoria

Anssi Tuulenmäki

Research output: ThesisDoctoral ThesisMonograph

Abstract

How to create as much business-relevant value as possible? Answering this underlying question requires an understanding of the mechanisms of both customer and company value creation and a simultaneous examination of these perspectives. In this work, these perspectives are combined with the help of the concept of offering. Offering refers to what companies offer for purchase or to barter in order to satisfy customer outcomes. An Offering Based Theory to Value Creation, proposed in this book, is developed by abductively and systematically combining findings from literature review, insight from the existing value-related theories, as well as practical choices seen in real-world examples. The theory consists of the four main value classes—use-value (for the customer), the company's surplus, as well as exchange value and relationship value between the parties. The offering-based view combines these main value classes and complements other business-relevant value creation theories: if we want to explain how to shift from the customer's goals and use-value to company surplus, it is vital to take into account the exchange value and essential role of offering as a mechanism that mediates the exchange. Similarly, if we want to shift our focus from company surplus and value capturing to customer value and customers' outcomes, the focus must be on developing a commercially viable offering that, in addition to exchange value, enables customers to achieve their goals with the help of using the offering. The offering is the mechanism which enables decisions to be made about, e.g., risk management, exchange currencies, the roles and activities as well as interfaces that determine which interactions are direct or indirect. Each main value class can be associated with a particular value creation ideal type—Value Needing, Value Opening, Value Configuration, and Value Commitment—with distinct main drivers of increasing the value for the customer and the company. These ideal types and the four main value classes have not been considered together in previous value creation accounts and these partially conflicting and even opposing logics have not been distinguished. The joint analysis performed in this book allows for a more comprehensive and detailed explanation of the value creation principles and mechanisms, where the impact of different value classes and value creation goals are more easily identifiable, down to the level of the offering's individual value components, value activities, and interfaces. The proposed offering level analysis conceptually connects companies and customers in a way that puts conscious management choices and business creativity at the heart of value creation. The offering-based view might have profound implications for both practical value creators and theoretical discourses.
Translated title of the contributionTarjoamapohjainen arvon luomisen teoria
Original languageFinnish
QualificationDoctor's degree
Awarding Institution
  • Aalto University
Supervisors/Advisors
  • Jääskeläinen, Mikko, Supervising Professor
  • Saarinen, Esa, Thesis Advisor
Publisher
Print ISBNs978-952-64-0752-4
Electronic ISBNs978-952-64-0753-1
Publication statusPublished - 2022
MoE publication typeG4 Doctoral dissertation (monograph)

Keywords

  • value creation
  • offering
  • use value
  • exchange value
  • relationship value
  • company surplus

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