3 Flashcards
Operand resource
operant resource
operand resource = no value in this form, neutral
operant resource = skills, capabilities, technology, knowledge
Goods-dominant logic
- goods as operand resource
- tangle output, discrete transactions
- marketing: ads/sales of tangible products
- customer as recipient
- service seen as: residual, enhance a good, classification of service industry (health care, education)
Service-dominant logic
- services are application of specialized competence (knowledge, skills)
- intangible
- benefits: exchange of competences, services
- customer as operant resource in mutual exchange
- Operand resource: raw material
- operant resource: skills, knowledge, technology
Foundational premises of S-D Logic
1 operant resources fundamental for strategic benefit
2 all economies = service economies
3 value co-created by multiple actors
4 actors create/offer value proposition by participation (cannot create it alone)
5 goods = distribution mechanism for service provision
Goods as distribution mechanism @streetscooter
- postal services
- storing of packages
- Transpiration of couriers
- delivery of mail/packages
- emission-free driving
- covering last mile logistics
G-D Logic
Value proposition is a clear, simple statement of the benefits (tangible/intangible), that the company will provide along with the approximate price it will charge each customer.
- Exchange of manufactured products
S-D Logic
Value proposition is treated as a promise created either by the firm independently or together with customers and other actors through resource integration based on knowledge and competencies.
- value cannot be delivered to the customer, can only be co-created with customer
- resource integration
Different Value Propositions
1
2
3
1 all benefits
2 favorable points of difference
3 resonating focus
Different Value Propositions
1 all benefits
- why purchase your offering?
- customers receive all benefits from market offering
- requires knowledge of own market offering
- potential pitfall: benefit assertion
Different Value Propositions
2 favorable points of difference
- why purchase this offering instead of competitors?
- all favorable points of difference relative to the next best alternative
- requires knowledge of own market and best alternative
- potential pitfall: value presumption
Different Value Propositions
3 resonating focus
- what is most worthwhile for our firm to keep in mind about our offering?
- focus on 1-2 points that will deliver the most value to customer
- requires knowledge of how own market offering delivers superior value compared to best alternative
- pitfall: requires customer value research
Resonating Focus @Streetscooter
1-4
1 electric vehicle (fuel savings, CO2 emissions)
2 noise level (quit, electric drive)
3 prices (cheap vehicles)
4 flexible production to customer requirements
Dimensions of Value Proposition
1-4
1 Economic Value (monetary worth)
2 Functional Value (utility, physical performance)
3 Emotional Value (arouse feelings, creating joy)
4 Symbolic Value (representing something other than obvious function)
Value Proposition Canvas
1 Customer Jobs
2 Products & services
1 customer jobs
- reliable logistics
- postal services
- sustainable solution in urban ares
2 product&services
- streetscooter vehicle
- maintenance and spare part service
- modular architecture
Value Proposition Canvas
1 Gains
2 Pains
1 gains
- 0 emission target
- savings (fuel, maintenance, taxes)
- optimized loading space
- image improvement (sustainable, innovative)
2 pains
- costs (fuel, maintenance)
- high taxes
- high erosion (start-stop use)
- low-emission zones in urban areas
