ABSTRACT

Purpose

Although the literature acknowledges the importance of value proposition change, existing research on how the value proposition can change remains relatively limited. The aim of the study was to develop a framework to explore how the value proposition evolves over time in the case of emerging technologies.

Methodology/approach

Based on a single case and a processual approach, the longitudinal research design tracks changes in the value proposition over a 25-year period.

Findings

The study provides a nuanced account of how framing of the value proposition shifted from vision to network and finally to usage through synergetic relationships with customers as the firm moved from startup to IPO and ultimately to public company. On this view, the value proposition emerges as a dynamic communication process that reduces customer uncertainty about the value of new technologies, leveraging company’s resources and competencies.

Research implications

The findings confirm that value proposition change can be understood as a dynamic communication process that can reduce uncertainty about new technologies and highlights the role of vision in guiding the overall evolution of the value proposition over time, including networking and usage.

Practical implications

The study confirms the importance of reframing the value proposition over time to address customer uncertainty about the value of new technologies, enabling companies to influence expectations by making certain benefits salient. The study also confirms the importance of adopting a proactive approach to value proposition change.

Originality

The study’s primary contribution is the development of a framework for exploring value proposition change in emerging technologies in terms of three distinct frames: vision, network, and usage.

中文翻译：

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B2B 环境下新兴技术价值主张的框架变化

摘要

目的

尽管文献承认价值主张改变的重要性，但关于价值主张如何改变的现有研究仍然相对有限。该研究的目的是开发一个框架，以探索在新兴技术的情况下价值主张如何随时间演变。

方法论/方法

基于单个案例和过程方法，纵向研究设计跟踪价值主张在 25 年期间的变化。

发现

该研究对价值主张的框架如何从愿景转变为网络，最后通过与客户的协同关系转变为使用提供了细致入微的说明，因为公司从初创公司转向首次公开募股，最终转向上市公司。根据这种观点，价值主张作为一个动态的沟通过程出现，可以减少客户对新技术价值的不确定性，利用公司的资源和能力。

研究意义

研究结果证实，价值主张的变化可以被理解为一个动态的沟通过程，可以减少新技术的不确定性，并强调愿景在指导价值主张随着时间推移的整体演变中的作用，包括网络和使用。

实际影响

该研究证实了随着时间的推移重新构建价值主张以解决客户对新技术价值的不确定性的重要性，使公司能够通过突出某些利益来影响预期。该研究还证实了采取积极主动的方法来改变价值主张的重要性。

独创性

该研究的主要贡献是开发了一个框架，用于探索新兴技术中价值主张变化的三个不同框架：愿景、网络和使用。