What is it about?
Innovations often struggle to enter the mainstream market because they are initially inferior to the competition. In this paper we developed a Value Proposition Reconfiguration methodology that helps to increase the attractiveness of innovations in three simple steps. We illustrate the framework at the example of electric vehicles.
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Why is it important?
This paper provides a conceptualization of value proposition reconfiguration for disruptive technologies. By suggesting qualitative classes of value proposition elements and studying the value propositions of electric vehicles in the US and the Netherlands it shows that firms use generic tactics to increase the value of inferior technologies. The value proposition reconfiguration framework allows managers to develop value propositions and increase the value of disruptive technologies based on a simple methodology that includes the adoption of empirically derived generic tactics. This allows managers to increase the attractiveness of technologies in a cost-efficient way and increase sales.
Perspectives
We are deeply motivated to help bringing innovations to the market that create wellbeing. With our research we want to shape how we think about the diffusion of sustainable technologies and enable managers to accelerate their commercialization.
Professor Jonatan Pinkse
University of Manchester
Read the Original
This page is a summary of: Value Propositions for Disruptive Technologies: Reconfiguration Tactics in the Case of Electric Vehicles, California Management Review, August 2017, SAGE Publications,
DOI: 10.1177/0008125617717711.
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