Value Creation Attributes—Clustering Strategic Options for Romanian SMEs
| Autor: | Alina Filip, Raluca Caplescu, Daniela Ioniță, Mihai Ioan Roșca, Andrei Cânda, Laura Daniela Roșca, Alin Stancu |
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| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Customer delight
Process (engineering) value creation Geography Planning and Development lcsh:TJ807-830 lcsh:Renewable energy sources Management Monitoring Policy and Law Quantitative marketing research Competitive advantage quantitative marketing research Personalization 0502 economics and business SME’s Industrial organization lcsh:Environmental sciences lcsh:GE1-350 Renewable Energy Sustainability and the Environment Value proposition lcsh:Environmental effects of industries and plants 05 social sciences Trial and error value attributes lcsh:TD194-195 Value (economics) 050211 marketing Business 050203 business & management cluster analysis |
| Zdroj: | Sustainability Volume 12 Issue 17 Sustainability, Vol 12, Iss 7007, p 7007 (2020) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12177007 |
| Popis: | Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct clusters: customer delight (A), multiple sources of differentiation (B), one-to-one marketing (C) and cost—effectiveness (D). Three groups use distinct value propositions—A focuses on customer experience, C on customization, D on affordability—while B mixes all of them. |
| Databáze: | OpenAIRE |
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