Contextualizing value propositions: Examining how consumers experience value propositions in their practices

Heli Maria Holttinen

Research output: Contribution to journalArticleScientificpeer-review

21 Citations (Scopus)


As a value proposition connects firms and customers, it becomes one of the central marketing concepts. Currently it has remained de-contextualized. Drawing on service-dominant logic, practice theory and
consumer culture theory, this study aims at contextualizing value propositions by investigating theoretically how consumers experience and evaluate value propositions in practices. It pinpoints what their essence is in customers’ lives: the ability of offerings to help customers to enact desirable cultural discourses
into experience in practices. Hence the study constructs value propositions as firms’ proposals which integrate sign value (the meanings of value propositions addressing desirable cultural discourses), experience value (sign value materialized into experience in a practice), exchange value (financial and
non-financial sacrifices), and resources needed to address and materialize sign value. In general this study extends understanding on the socio-cultural and situational character of value propositions, value creation and value co-creation.
Original languageEnglish
Peer-reviewed scientific journalAustralasian Marketing Journal
Issue number2
Pages (from-to)103-110
Number of pages8
Publication statusPublished - 2014
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • 520 Other social sciences
  • Value proposition
  • Value creation
  • Cultural discourse
  • Practice
  • Service-dominant logic
  • Consumer culture theory
  • KOTA2013


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