Joining schools of thought on value propositions: a review and research agenda
Lopullinen julkaistu versio - 4.24 MB
Mele, C., Bernardo, I. D., Skålén, P., & Russo Spena, T. (2026). Joining schools of thought on value propositions: a review and research agenda. Journal of Business Research, 218, 116481. https://doi.org/10.1016/j.jbusres.2026.116481
© 2026 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Lataukset1
Pysyvä osoite
Kuvaus
The value proposition (VP) is foundational to business research, yet literature devoted to it remains fragmented, hindering the theoretical development and practical application of this key concept. To consolidate and unify the field, the current article presents an analysis of its conceptual and intellectual structure, which distinguishes two dominant schools of thought: a strategic school and a service school. Building on this analysis, the authors propose an integrative framework to bridge these perspectives, which in turn reveals how they can be mobilized jointly to address complex, multilevel, value co-creation dynamics. Finally, a research agenda outlines key questions and thematic priorities—particularly related to sustainability, technology, and innovation—to guide further theoretical integration and the continued evolution of VP scholarship.
Emojulkaisu
ISBN
ISSN
1873-7978
0148-2963
0148-2963
Aihealue
Kausijulkaisu
Journal of business research|218
OKM-julkaisutyyppi
A2 Katsausartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)