Proposal for starting operational business in the Finnish market : Customer value proposition in the field of IT business
Virtanen, Petri (2016)
Virtanen, Petri
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605259834
https://urn.fi/URN:NBN:fi:amk-201605259834
Tiivistelmä
This Master’s Thesis is to propose a total competitive offering for the case company to expand a selected offering from one geographical area to another in a Northern European context. The thesis is targeting to create general, knowledge-based proposal for the case company to be able to use the same approach in other fields as well in the future.
The outcome in this thesis is a competitive proposal of the selected offering to fulfill the needs of one spearhead prospect to start effective business operations. The thesis explores customer perceived value as well as how it can be created and approved by the customer.
The outcome of the Thesis is a Conceptual Framework for the case company to address the current state, and to build proposals for the different projects. A secondary outcome is to findings to develop further an industrialized way of maintaining and expressing value perceptions for the market segment.
The Thesis explores widely existing knowledge and creates conceptual knowledge related to Value-Based operating in the field of IT business. The thesis creates an understanding for effectively attaching prospects into the value creation process. Accordingly, the value based operating must be a strategic decision for the whole organization, not just a simplistic marketing approach. The targets for value-based operating must be done on a strategic level and managerial level, as well as on prospect level.
This Thesis is a unique attempt for the case company to create a structured way of impressing value proposition of all related layers. The thesis creates the building blocks of customer value proposition, and tests the model and gives suggestions to improve the model based on findings to achieve an industrialized way of meeting the upcoming customer perceptions.
The outcome in this thesis is a competitive proposal of the selected offering to fulfill the needs of one spearhead prospect to start effective business operations. The thesis explores customer perceived value as well as how it can be created and approved by the customer.
The outcome of the Thesis is a Conceptual Framework for the case company to address the current state, and to build proposals for the different projects. A secondary outcome is to findings to develop further an industrialized way of maintaining and expressing value perceptions for the market segment.
The Thesis explores widely existing knowledge and creates conceptual knowledge related to Value-Based operating in the field of IT business. The thesis creates an understanding for effectively attaching prospects into the value creation process. Accordingly, the value based operating must be a strategic decision for the whole organization, not just a simplistic marketing approach. The targets for value-based operating must be done on a strategic level and managerial level, as well as on prospect level.
This Thesis is a unique attempt for the case company to create a structured way of impressing value proposition of all related layers. The thesis creates the building blocks of customer value proposition, and tests the model and gives suggestions to improve the model based on findings to achieve an industrialized way of meeting the upcoming customer perceptions.