What Do Business Customers Value? An Empirical Study of Value Propositions in a Servitization Context

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 valuein-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.