Unique Value Proposition Research Articles

The unique value proposition for using drones to map coastal ecosystems

AbstractCoasts are undeniably regions of critical importance for a range of environmental, sociocultural, and economic reasons. Yet they are also areas of intense anthropogenic impact and are particularly susceptible to climate change-related concerns. As such, it is imperative that we have the means to monitor and manage them in a sustainable manner. Drone technology has emerged as providing a unique value proposition in coastal environments to support data-driven monitoring and management decisions. With their highly detailed data capture capability, drones are particularly well suited to map the spatial heterogeneity, structural complexity, and temporally dynamic nature of coasts. Further, they are readily accessible to coastal populations and can promote grassroots action by the very people whose lives and livelihoods the coasts support. Herein, we cover several of the leading innovations in using aerial drones to map coastal ecosystems. We then consider how general trends and technology projections including artificial intelligence, as well as cloud and edge computing offer opportunities for the future of drone mapping and monitoring in a coastal context. While the challenge of change is inevitable, embracing the opportunities it provides will allow us to better understand and live sustainably with and within our coastal ecosystems.

The Business Model of Digital Platforms for the Sharing Economy: Intensive Case Study Methodology for Rover.com Pet Boarding Platform

The sharing economy has allowed idle resources to be used again and is known as a model for the new economy. Advances in network technology have allowed the scale of the sharing economy to be expanded through digital platforms. To our best knowledge, no studies in the literature have explored a pet boarding platform for the sharing economy. This research selected the emerging pet care industry as its scope and took the Rover.com pet boarding digital platform, with the highest market share in the world, as the research object for an intensive case study. Three types of secondary data analysis were used: industry profile analysis, case information, and papers and journals. The business model and value proposition of the platform summarizes the key to the success of digital platforms, which is expected to be helpful to entrepreneurs who want to create a sharing economy marketplace. The research results showed that the sharing economy needs to use digital platforms as a matching intermediary between supply and demand to establish a personal-to-personal transaction pattern and it also needs digital platforms to establish a sense of trust and a guarantee mechanism for participants in the sharing economy. For the digital platform to be profitable, it must identify the platform’s unique value proposition and business model, and set up monitoring of transaction parties and evaluation functions, as well as insurance systems and digital platform IT support.

Tazzo Bikes: tackling competition

Learning outcomes The key learning objectives are mentioned as follows:▪ analyse the attractiveness of the bike rental market using Michael Porter’s five forces model;▪ apply the TWOS framework to analyse the strengths and weaknesses of Tazzo;▪ evaluate various competitive strategies of Tazzo; and▪ identify the unique value proposition for such a service in an emerging market such as India. Case overview/synopsis Tazzo was an Indian technology bike rental start-up based in Hyderabad. It was a pioneer in providing on-demand bike rental services. Tazzo was founded in 2016 by Priyam Saraswat and Shivangi Srivastava, both from IIT Guwahati, Priyank Suthar from IIT Roorkee and Vikrant Gosain from IMT Hyderabad. Within two years since its inception, Tazzo had scaled up from 5 bikes to a fleet size of 600 bikes with more than 1,000 daily rides. They were making around 24,000 rides monthly with an average ticket size of INR 250. The revenues crossed INR 10 crores with more than 20,000 active users. In 2016, the market was nascent and the concept was new. There was huge demand for such an on-demand bike rental services for self-commute in the metros. However, increasing awareness of a huge untapped market in the bike rental market had led to entry of a flurry of competitors. Notable among them were Vogo, Bounce and ONN Bikes. Facing such intense competition Priyam, co-founder and CEO of Tazzo, had the challenge to be able to sustain his company’s early momentum. How would he be able to retain Tazzo’s market leadership position? Would it be possible for Tazzo to keep up the pace of growth amid increased competition? Would the company be able to ward off the challenges from its competitors? Priyam was facing all these challenging questions and had to quickly address them to continue to lead in this competitive race. Complexity academic level This case can be used in Marketing Management course’s “Competition Analysis” module for both MBA and executive-level programs dealing with marketing. This case study helps students in dealing with issues pertaining to a given market sector where a firm is operating, the strategies that could be used by the competitors and application of competitive strategies which the firm can apply. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Compositional capability as a mean to improve performance in an uncertain environment

Dynamic capabilities are widely regarded to be critical to ensure the growth and survival of firms in an uncertain environment. Recently, the concept of compositional capability has been proposed which is described as the ability to skillfully integrate disparate resources to develop unique value propositions for the target market. Scholars regard compositional capability as a form of dynamic capability. The present study investigates the impact of compositional capability on a firm’s performance. Furthermore, it has been hypothesized that this effect is likely to improve in an uncertain environment. To test the conceptual model, data was collected from a cross-section of 185 retail stores located in Lahore, Pakistan through the survey. The collected data was later analyzed through Structural Equation Modelling. Results of the study reveal that compositional capability is positively associated with a firm’s performance. Also, compositional capability leads to superior firm performance under a highly uncertain environment. The paper discusses these findings and concludes with implications for future research.

Repurposing the θ (Al2Cu) phase to simultaneously increase the strength and ductility of an additively manufactured Al–Cu alloy

The Al–Cu–Mn–Zr (ACMZ) cast family of alloys offers unique properties and value propositions for higher strength, higher temperature lightweight components of future vehicles. Previous research has demonstrated trade-offs in the selection of the alloy chemistry in which an increase in Cu content from 6 up to 9 wt% improves hot tear resistance but lowers ductility. However, a recent study has demonstrated that higher-Cu (9Cu) ACMZ fabricated with laser powder bed fusion additive manufacturing (AM) results in an increase in both ductility and strength when compared to as-aged microstructure of cast 9Cu alloys. The mechanisms of differing mechanical performance of the cast and AM ACMZ alloys are elucidated in the current paper through the utilization of in situ high energy x-ray diffraction (HEXRD) tensile testing wherein lattice strains of different phases are calculated and correlated to their stresses. The ACMZ alloys consisted of theta (θ) and theta prime (θ′) phases (both Al2Cu in nominal composition) within an aluminum matrix. The larger micron-size θ phase which decorated the grain boundaries in 9Cu ACMZ cast alloys recorded small lattice strains, while the submicron, homogeneously distributed θ phase in the 9Cu ACMZ AM alloy recorded considerably higher lattice strains. The maximum stress reached in the θ phase for the cast 9Cu alloy was found to be ∼280 MPa, which was lower than the AM 9Cu alloy which registered a maximum stress of ∼1.4 GPa. These measurements indicate that delayed fracture of the finer intermetallic phases simultaneously improves the ductility and strength of AM 9Cu alloy relative to the cast 9Cu alloy, which exhibits early fracture of the larger intermetallic particles.

Orchestrating an experiential value proposition: the case of a Scandinavian automotive manufacturer

PurposeThis paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition.Design/methodology/approachAn exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition.FindingsThis paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience.Practical implicationsUnderstanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand.Originality/valueThis paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.

An Analysis on the Consumer Insights in the Bottled Water Market in Bangladesh

The scarcity of publicly available purified water has increased the demand for bottled water in Bangladesh. Consumers prefer bottled water over tap water mostly for the safety, hygiene and convenience factors. As the bottled water market is becoming competitive day by day, companies are trying to create differentiations and innovations which have been found quite difficult but not impossible to implement in reality. Therefore, it is essential to understand the factors influencing consumers' preferences and decision making processes for bottled water purchase. This paper examines the consumers' tastes, preferences, perceptions for and attitudes toward bottled water in Bangladesh. The results of the research reveal that consumer behavior is both homogeneous and heterogeneousfor bottled water while evaluating the water itself and comparing with other alternative drinks. However, still there are opportunities for innovation and differentiation to create a unique value proposition. The findings of the study will have important implications both in the field of academic research and practicing marketing world.

An Empirical Investigation of the Higher Educational Institutions’ Attractiveness as an Employer

In this competitive global market, where organisations struggle to attract the best talent, providing a unique employer value proposition (EVP), educational sector does not lag behind other sectors. In this study, the researchers tried to identify the dimensions of employer brand attractiveness among higher educational institutions’ potential faculty members. Furthermore, this study compares higher educational institutions’ attractiveness dimensions as employers among potential faculty members based on gender. A sample of 250 potential faculty members of higher educational institutions has been drawn from the national capital region (NCR), India. Confirmatory factor analysis and independent-sample t-test has been used to attain the objectives of the study. The study highlighted that economic value, social value, developmental value, interest value and application value significantly contribute to higher educational intuitions’ employer attractiveness. Furthermore, the independent sample t-test showed a significant difference among male and female potential employees of higher education institutions based on application value. The remaining dimensions, namely economic, social, developmental and interest, do not significantly differ. The study will help the management of higher educational institutions frame their unique EVP to attract quality academic talent.

Dark Side of Sharing Economy: Examining the Unethical Practices and Its Impact on Coopetition and Firm Performance

ABSTRACT Purpose The purpose of this study is to examine the unethical practices that could take place in the sharing economy and their impact on B2B cooperation and competition among rival firms and their performance. Design/methodology/approach From the literature review and theories, a theoretical model has been developed. The model is later validated using the structural equation modelling technique considering samples from 16 firms involved in sharing resources. Findings The study found that there is a significant negative impact of unethical practices in the sharing economy for B2B coopetition, which in turn negatively impacts firm performance. Research implications The business model for the sharing economy is becoming popular in business-to-business (B2B) marketing literature. Firms can utilize resources of other firms lying idle and reduce cost, optimize resource utilization, and achieve greater flexibility. Some organizations also share their resources with rival firms. However, there are concerns about unethical practices by rival firms, which may be due to the misuse of data, human resources, and intellectual property, and so on. Few studies have investigated the unethical practices that may take place in the sharing economy, but there is a growing interest among the practitioners, researchers, and academicians in this area. Thus, this research investigated the unethical practices that may take place in the sharing economy and its consequences from B2B cooperation and competition perspectives. Originality/value Only a limited number of research studies have investigated the unethical practices that could happen in the sharing economy. This study has investigated the issues of unethical practices in sharing economy from B2B perspective in relation to cooperation and competition among the rival firms which is a unique value proposition. Also, the proposed theoretical model is a unique model and with a high explanative power which is also another unique contribution of this study.

The D-BEST Based digital innovation hub customer journey analysis method: Configuring DIHs unique value proposition

Digital Innovation Hubs (DIHs) are ecosystems bolstering European companies to overtake innovation hindrances and drive Europe to become the world leading innovator in the industry digital revolution. Each of such organizations can provide a certain list of services, that can be classified and grouped in five macro-classes according to the Data-driven Business-Ecosystem-Skills-Technology (D-BEST) reference model, able to decode DIHs’ service portfolio and to shape collaborative networks in the Industry 4.0 age. However, to support an easier codification of DIH support actions, which also directly entails the engagement of enterprises in the DIH ecosystems, a method able to analyze typical Customer Journeys (CJs) is needed. Therefore, this paper proposes the D-BEST based DIH CJ analysis method, able to configure DIHs’ unique value proposition, mapping on the five macro-classes of services of the D-BEST the digital transformation processes of the two main categories of DIH customers (technology end-users and technology providers). The method analyses the service provision process of single DIHs, evidencing their strengths and weaknesses, and is also effective in suggesting possible collaborations and joint service provision in a network of multiple DIHs, being able to unveil the commonalities and complementarities among the different journeys.

A brief analysis of the reasons and significance of the successful development of slow variety show programs

In recent years, there has been a boom in "slow variety shows" in China. With the progress and rapid development of society, people's life rhythm has become faster and faster, which has also aroused people's yearning and longing for a slow life. The rise of "slow variety show" programs has broken the original concept of program production, pursued a more original effect, and presented it in a relaxed and diverse form, bringing support to people's spiritual world, and gradually becoming a variety show mainstream in the show. The "Slow Variety Show" program is like a mirror in life, which relieves the public's anxiety about real life and makes life really slow down from the heart, reflecting its unique value proposition. This article will explain from three aspects: the introduction of the "slow variety show" program, the reasons for its successful development in China, its value and significance.

ОСОБЛИВОСТІ ФОРМУВАННЯ БРЕНДУ РОБОТОДАВЦЯ

The article considers the development and promotion of the employer's brand. It is noted that the employer's brand is a complex attitude and perception of the company that arises from an already working employee and an external candidate. That is, the brand of the employer is the image of the company, which forms the idea of it as a good place to work for current, former and potential employees, customers, shareholders. The article describes the author's vision of the process of creating an employer brand, which includes four stages: defining the vision and purpose of creating an employer brand, analysis and evaluation of competitors' brands, identifying unique value proposition and forming attributes of the employer brand. The positive aspects of forming an employer's strong brand are considered. The purpose of creating an employer brand depends on what stage of development the company is at. If the company is young and developing dynamically enough, the main purpose of creating a brand is to attract staff, as well as the formation of common values of employees. In a company that has reached maturity, the employer's brand is created to form the corporate spirit of employees and communicate values. In the event of a crisis in the company, its merger with another organization, the deterioration of its financial condition, etc., the employer's brand is created to retain staff and create a sense of unity. The transformation of the goal of creating an employer brand in accordance with the stages of the life cycle is studied. Attention is drawn to the fact that the attributes of the employer's brand should be based on the conclusions obtained about the target audience, vision and goals of the brand, as well as – on the images of competitors. It is important that the communication and visualization of the employer's brand meet certain requirements. Creating and managing an employer brand can be seen as an integrative mechanism essential to achieving the company's common goals. It is important not only the competitiveness of the employer's brand, but also the high efficiency of its operation. Conclusions are made and prospects for further research on this issue are identified.

Technological entrepreneurship: present conditions and future perspectives for Latin America

ObjectivoO empreendedorismo tecnológico distingue-se de outros tipos de iniciativas pelas suas características inovadoras e rápido crescimento, bem como pela elevada incerteza que enfrenta, tanto em termos de custo de investimento como de capacidade de adaptação contínua. O objectivo é investigar as definições, medidas e métodos que têm sido utilizados para investigar o fenómeno e definir o processo da “viagem empresarial” e as tipologias associadas de acordo com o nível de tecnologia.Concepção/metodologia/abordagem do estudoEste artigo fornece uma revisão sistemática da literatura sobre empreendedorismo tecnológico centrada nas economias emergentes da América Latina. Com base na revisão de 62 artigos, analisa o estado actual e as perspectivas futuras da investigação sobre o tema.DescobertasComparando as nossas conclusões com o trabalho existente, podemos concluir que o empreendedorismo tecnológico na América Latina tem grandes oportunidades, especialmente ligadas ao crescimento, mas enfrenta as ameaças de um ambiente incerto e dinâmico. O aproveitamento das tecnologias permite a formulação de propostas de valor únicas ligadas ao ambiente através da inovação que melhora a qualidade de vida da população.Originalidade/valorConsiderando as possibilidades oferecidas pela tecnologia e a sua contínua evolução, o impacto que este tipo de empreendimento gera no ambiente pode ser à escala global. No entanto, um crescimento e sucesso elevados são tão prováveis como um fracasso e isto faz parte do processo de melhoria.Limitações/implicações da investigaçãoEste estudo é um ponto de partida para o desenvolvimento da investigação em empreendimentos de tecnologia resiliente. A América Latina representa uma localização limitada, mas oferece uma visão do fenómeno em desenvolvimento a fim de medir os impactos que este fenómeno gera na sociedade.Palavras-chaveEmpreendedorismo tecnológico, América Latina, Inovação, Tecnologia, InternacionalizaçãoTipo de papelRevisão da literatura

Achieving Business Excellence for Luxury Brands

Luxury brands possess specific characteristics which are different from that of other brands and require special considerations for marketing and promotion. The target market of luxury brands constitutes of high-end customers who have high aspirations and dreams which they wish to fulfill by possessing luxury products. Marketers of luxury brands require developing and implementing specific strategies for achieving business excellence. Luxury brands should have a strong customer focus and in-depth understanding of customers. Luxury brands require specific pricing, promotion, and distribution strategies. Pricing strategies include charging price premiums and having price-quality inferences. Luxury brands should communicate a unique value proposition and should justify high prices. Proper distribution strategies reflect exclusivity and uniqueness of luxury brands. Adopting and implementing such strategies will help luxury brands to convince their high-end customers, establish the brands, and achieve business excellence.

MintM: the start-up transforming businesses real-time

ABSTRACT In an increasingly digital world, technology-based start-ups face challenges which are of unique nature and hence cannot be fathomed by organizations belonging to another genre. The case study focuses on a series of strategic and business model redesigning challenges faced by Ashutosh Chouksey, Executive Vice President – Expansion and Strategic Operations, while co-leading a technology-based customer engagement and digital signage solutions start-up, MintM. MintM has a business to business (B2B) based model that relies on its own proprietary software to display targeted audio-visual content in stores and supermarkets, offering the unique value proposition of simultaneous last mile advertising connectivity and customer analysis. The core product of MintM requires regular upkeep creating a conflict: a chance of global outreach versus operational hassles hindering its growth trajectory. The case is an appropriate platform for demonstrating information technology-based business model management dilemma in a fast-changing digital milieu, whether to improvise on organizational structure or product particulars. The case also presents an opportunity to discuss operational challenges hindering expansion plans and how to strategize and redesign business model to overcome the same and cater to clientele in a niche nascent market while still maintaining a lean team.

LinkedIn Blunders: A Mixed Method Study of College Students’ Profiles

ABSTRACT Although a significant need exists for college students to market their job skills effectively to potential employers, no prior research systematically analyzed the quality of information included in college students’ LinkedIn profiles. This study used a marketing framework to evaluate the effectiveness of information in LinkedIn profiles posted by current and former community college students. The mixed method study analyzed 340 publicly available LinkedIn profiles for students who reported attending 89 community colleges in the United States. The results suggest many college students may not understand how to use a LinkedIn profile to market their skills to potential employers. Key sections were often left blank and profiles failed to communicate students’ unique value proposition. Content analysis revealed 75% of profiles contained an experience section with poor to below average descriptions. Comparative analysis found profiles for unemployed individuals and those seeking a new position were significantly worse than profiles for their employed counterparts. Additionally, LinkedIn profiles for students from large community colleges had significantly more writing errors than profiles for students attending medium-size community colleges. After discussing implications of the research, recommendations based on the study’s results are suggested for career service staff, educators, and students.

Distribution channels (dc) in the technological industry - ideas for improvement in Argentina

For many years, the DC operation -covering massive sales and value added solutions- have been a reality in the Argentinean technological industry. Manufacturing companies have used them as a central part of their commercial growth/value added strategies to provide greater geographical coverage and adequacy to the products/services offered. As a result, this work shows different DC facets of this environment and possible improvement aspects. Management focus could bring better performance levels for the organizations that configure this complex and exciting industry. The hypothesis of this study –which was corroborated- is that there are aspects that can be improved in the DC operation of the Argentinean technological industry, bringing value added and sustainable growth to the companies’ network. Main findings of this work reveal that long DC and hybrid models are mostly used by manufacturers because they improve commercial reach, final customers’ solutions and purchase experience, providing the highest possible flexibility and profitability. It also requires cost optimization, channel efficiencies and vertical conflicts reduction. In addition, there are challenges connected to: a) the whole DC network value understanding and the optimal channel level mix, b) customer demand generation, c) the technology/cloud-based businesses and the SMB (Small Medium Business) that need more personalization and value added focus, d) remote channels/online platforms versus physical channels, e) the Opportunity Registration process as a way to protect the DC investment in certain key customers, and f) training opportunities, among others. The final objective referrers to get away from imitation and commoditization, proposing a unique value proposition for which strategy and marketing plans should create long term customer value. Finally, best practices are remarked as a way to evolve to new performance levels. The study is exploratory-descriptive, with a qualitative methodology, and it is supported with a bibliographical and an empirical analysis.

Overview of the Enablers and Barriers for a Wider Deployment of CSP Tower Technology in Europe

For years, concentrated solar power (CSP) has been considered an emerging technology that could disrupt the energy production sector. The possibility to store the electricity generated during the sunny operating hours in the form of heat enhances energy dispatchability and gives CSP a unique value proposition that conventional renewable energies cannot provide cost-efficiently since it requires the integration of costly large-scale battery systems. CSP is a cleaner technology compared to photovoltaics, but photovoltaics currently has lower overall capital costs, making it more attractive to investors and stakeholders who want to spend less money upfront. This is one of the main reasons why CSP has never really led either the electricity market or the heating one, even if its combined generation capability (heat and electricity) is globally recognized as a great advantage for a renewable technology. In this study, we analyze the reasons why CSP is not as widespread as it could be; at the same time, we look at the opportunities and the enablers for a further deployment of this technology, focusing on the European region.

Identifying Factors Leading To Gold Losses During The Fabrication Process And Assessing Its Impact On The Smes Jewellery Industry.

This study intended to determine the level of awareness by the Kelantan Jewellers House on how much is the impact of gold losses during the jewelry-making process to their business. The study focuses more on Kelantan State due to their popularity and existence of a chain of small and traditional craftsmen. Most local operators are still preserving the traditional way of fabrication and production techniques, tools, methods whilst maintaining the Malay aesthetic value in all aspects of fabrication. This unique value proposition inherited from their legacy lineage was taught throughout the generations and now adopted by the younger craftsmen in rank. Ironically, the manual process and traditional fabrication techniques were seen as less efficient due to the higher amount of gold scrap as compared to modern techniques. Hence, this paper aims to ascertain the findings and to validate the assumptions that the manual and traditional technique does indeed contributes to a higher amount of gold losses that adversely affecting the yield and economic returns of the small fabricators in Kelantan, whilst formulating the right action plans to mitigate and resolve the issues effectively.

Marginal and nonusers of a small academic library

In fall 2019 the Access Services and User Engagement librarians at the Woodbury University Library undertook to identify campus library marginal and nonusers among faculty and students. We administered an online survey and conducted follow-up, one-on-one interviews in an effort to understand: (1) Why some Woodbury community members visit the library and/or use its physical and/or digital resources infrequently or not at all; (2) Whether and how these marginal and nonusers secure the resources necessary to teach or learn successfully at Woodbury; (3) Whether and how these marginal and nonusers acquire the research competencies necessary to teach or learn successfully. We additionally utilized data from past responses to the library’s annual user survey in order to define and contrast marginal and nonuse with regular library use. Investigations into the behaviors of library marginal and nonusers are rare and have generally focused on how libraries might better market their collections, services, and spaces. We expanded our focus to include identification of services and resources available to University community members outside of the library with a view toward understanding what other entities might be better suited to provide and, thus, how we in the library might re-formulate our unique value proposition.