TY - JOUR T1 - What Do Business Customers Value? An Empirical Study of Value Propositions in a Servitization Context JF - Technology Innovation Management Review Y1 - 2018 A1 - Kwesi Sakyi-Gyinae A1 - Maria Holmlund KW - customer value in use KW - service transition KW - servitization KW - value proposition KW - value-in-use dimension AB - This study was conducted in response to calls from the research community and industry for a greater empirical exploration of value propositions. It uses customer value-in-use as a starting point and employs empirical data on value propositions in a servitization context. The findings demonstrate how customers articulate the value-in-use, or benefits, of a selected offering. These results are subsequently used to develop value proposition elements that are aligned with these benefits. The implications for the value proposition literature and for companies in a servitization situation are discussed. PB - Talent First Network CY - Ottawa VL - 8 UR - http://timreview.ca/article/1157 IS - 5 U1 - Hanken School of Economics Kwesi Sakyi-Gyinae is an MSc graduate from the Hanken School of Economics in Helsinki, Finland, and he currently works in the United States helping technology startups to create and implement strategic sales processes to maximize revenue. U2 - Hanken School of Economics Maria Holmlund is a Professor of Marketing at the Hanken School of Economics in Helsinki, Finland, where she also received her PhD. Her research interests include methodological and conceptual issues related to service and customer-oriented management in business-to-business and business-to-consumer markets. ER -