Search results for "Value proposition"
showing 2 items of 22 documents
Does Car Sharing Contribute to Urban Sustainability from User-Motivation Perspectives?
2021
Mobility, its current state and development perspectives in the future creates challenges with respect to sustainability, the first of which is the uncontrolled increase in greenhouse gas emissions in the last few decades, while road transport is one of the “sinners” creating long-term negative impact. The second is the dominance of car travel and car usage in the passenger transportation segment before the latest COVID-19 pandemic accelerated environmental problems. Although recent trends show new, greener patterns in consumption, there is still a relatively low share of consumers acknowledging the importance of sustainable and green preferences. This research study aims to investigate car…
Cybernetics of Value Cocreation for Product Development
2017
In marketing theory, the shift from the paradigm of value creation to value ‘cocreation’ calls for a deeper grasp of the interactions between producers and customers. Marketing studies have widely focused on the value cocreation concept, but so far, the mechanism through which consumers can be involved in the process of value cocreation through product development had found little space in marketing studies. In this theoretical paper, we aim to fill this gap and pave the way towards a better understanding of the mechanisms of value cocreation for product development through second-order cybernetics. We conceive the market arena as a physical or virtual place where communications of value pro…