From customer to actor value propositions: an analysis of digital transaction platforms

Hokkanen, Harri; H�nninen, Mikko; Yrjola, Mika; Saarij�rvi, Hannu

Abstract

Digital transaction platforms are reconfiguring how customers and suppliers interact and transact. This evolution is challenging the applicability of some of the canonical concepts and theories inherited from businesses focusing on dyadic customer-firm relationships. In that respect, we know very little about the extent to which business concepts, such as the customer value proposition (CVP), can capture the dynamics of multi-actor digital platforms. The purpose of this study is thus to explore how value is proposed in digital transaction platforms. To illustrate and capture the complexity and diversity of digital transaction platforms' current value propositions, we identify, compare, and analyze the CVPs of 58 digital transaction platforms worldwide. As a result, we introduce and define the construct of the actor value proposition (AVP) as a distinct and critically important concept for understanding and managing value creation in digital transaction platforms. This study is among one of the first to uncover the mechanisms and dynamics of digital transaction platforms from the point of view of different actors' value creation.

Citation

Hokkanen, H., Hänninen, M., Yrjola, M., & Saarijärvi, H. (2021). From customer to actor value propositions: an analysis of digital transaction platforms. International Review of Retail, Distribution and Consumer Research, 31(3), 257-279. https://doi.org/10.1080/09593969.2021.1880463

• Journal Article Type: Article
• Acceptance Date: Jan 20, 2021
• Online Publication Date: Feb 14, 2021
• Publication Date: Feb 14, 2021
• Deposit Date: Feb 15, 2021
• Publicly Available Date: Aug 15, 2022
• Journal: International Review of Retail, Distribution and Consumer Research
• Print ISSN: 0959-3969
• Electronic ISSN: 1466-4402
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 31
• Issue: 3
• Pages: 257-279
• DOI: https://doi.org/10.1080/09593969.2021.1880463
• Keywords: Digital Platforms; Value Proposition; Actor Value Proposition; Retail 2
• Public URL: https://nottingham-repository.worktribe.com/output/5328978
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/09593969.2021.1880463?src=