In light of recent calls for adopting a dynamic perspective on value propositions, this paper investigates proposition dynamics - i.e., strategic moves made by firms to further develop and/or change their propositions in response external event triggers. External triggers are disturbances emitted from the macro-environment that challenge status quo one or more market actors industry which they ...

In this paper we explore the notion of value proposition in relation to the features of digital technology innovations of uncertain market potential. Drawing on an empirical study of ‘serious games’ development we focus on the interplay between the design features as they are being incorporated into the serious game and how these can be addressed through an emergent articulation of the value pr...

Purpose This research aims to explore retail managers' views on how food waste (FW) management activities contribute sustainable value creation and the customer proposition (CVP) for a given retailer interacts with their approaches FW management. Design/methodology/approach A three-stage exploratory qualitative approach data collection analysis was adopted, involving in-depth interviews manager...