Cocreating transformative value propositions with customers experiencing vulnerability during humanitarian crises

Andrew S. Gallan*, Anu Helkkula

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

4 Citations (Scopus)


To understand the cocreation and impact of transformative value propositions (TVPs), which are designed to address vulnerabilities that customers experience because of humanitarian crises, this study applies a typology of service innovation archetypes as a domain theory to examine different ways to cocreate TVPs. The authors identify different types of customers who experience vulnerability, using a social determinants of health (SDOH) framework. Exemplary TVPs reveal how service organizations can alleviate customer vulnerabilities, in the short and long terms, and highlight a distinction between TVPs that require incremental changes to existing resource deployment versus those that require novel capabilities. This article contributes to transformative service research by establishing a value-centric model that relates the cocreation of TVPs to customers experiencing vulnerability. In turn, researchers and managers can identify the output-based, process-based, experiential, and systemic changes needed to cocreate TVPs.
Original languageEnglish
Peer-reviewed scientific journalAMS Review
Issue number1-2
Pages (from-to)85-101
Number of pages17
Publication statusPublished - 22.03.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Services Marketing and Philosophy
  • Transformative service research
  • Transformative value propositions
  • Value proposition
  • Customer vulnerability
  • Service dominant logic (SDL)
  • Service innovation archetypes
  • Service ecosystems
  • Social determinants of health
  • Humanitarian crises


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