Combining the latest academic knowledge in marketing with expertise from practitioners in order to develop new knowledge in key marketing concepts. That is what the Value Proposition Research Program (VPRP) is all about. The Next Organization initiated the VPRP to help organisations become more ‘customer centric’. New trends and...
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In today’s society, business contexts rapidly change in every possible sense. Customer needs change and technologies evolve, which demands that organisations must become more sensible towards their customers. This, however, is not possible in the ‘old-fashioned’ way of marketing, where marketing is seen as sales-supporting activities that end at...
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The Value Proposition Research Program (VPRP) has officially started! Thales, Riwal and CED form the first group participating in this program. Previous weeks, our colleague Yasin Sahhar who is in the lead for this program, organised kick-off sessions for all teams to introduce them to the key concepts and...
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In today’s business contexts where technology develops rapidly, organisations mainly focus on obtaining quantitative data. Take the example of the Net Promotor Score (NPS), which gives an indication of customers’ satisfaction and customer loyalty. But does that really tap into the customer’s experience? Organisations heavily adopted this metric as...
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It is crucially important for organisations to understand their customers in order to form strong value propositions. These value propositions can be seen as ‘offerings’. Customers are able to create value (known as value-in-use) through using these offerings in their own context. This causes organisations to think about customers’...
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Customer value is seen as the major source of competitive advantage. Organisations constantly explore to create an enhanced understanding of the holistic value creation process. In order to fully comprehend this concept, that is difficult to grasp, organisations should focus on ‘value in the experience’; both reflectively experienced as...
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