%0 Journal Article %J Technology Innovation Management Review %D 2018 %T What Do Business Customers Value? An Empirical Study of Value Propositions in a Servitization Context %A Kwesi Sakyi-Gyinae %A Maria Holmlund %K customer value in use %K service transition %K servitization %K value proposition %K value-in-use dimension %X This study was conducted in response to calls from the research community and industry for a greater empirical exploration of value propositions. It uses customer value-in-use as a starting point and employs empirical data on value propositions in a servitization context. The findings demonstrate how customers articulate the value-in-use, or benefits, of a selected offering. These results are subsequently used to develop value proposition elements that are aligned with these benefits. The implications for the value proposition literature and for companies in a servitization situation are discussed. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 8 %P 36-43 %8 05/2018 %G eng %U http://timreview.ca/article/1157 %N 5 %1 Hanken School of Economics Kwesi Sakyi-Gyinae is an MSc graduate from the Hanken School of Economics in Helsinki, Finland, and he currently works in the United States helping technology startups to create and implement strategic sales processes to maximize revenue. %2 Hanken School of Economics Maria Holmlund is a Professor of Marketing at the Hanken School of Economics in Helsinki, Finland, where she also received her PhD. Her research interests include methodological and conceptual issues related to service and customer-oriented management in business-to-business and business-to-consumer markets. %R http://doi.org/10.22215/timreview/1157