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Orchestrating an ex...
Orchestrating an experiential value proposition : the case of a Scandinavian automotive manufacturer
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- Eklund, Andreas Aldogan (author)
- Univ Wisconsin, USA,College of Business Administration, University of Wisconsin La Crosse, La Crosse, Wisconsin, USA
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- Berndt, Adele, 1966- (author)
- Jönköping University,IHH, Företagsekonomi,IHH, Centre for Family Entrepreneurship and Ownership (CeFEO),IHH, Media, Management and Transformation Centre (MMTC),Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa
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- Sandberg, Susanne, 1977- (author)
- Linnéuniversitetet,Institutionen för marknadsföring (MF),School of Business and Economics, Linnaeus University, Växjö, Sweden
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(creator_code:org_t)
- Emerald Group Publishing Limited, 2022
- 2022
- English.
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In: European Business Review. - : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 34:5, s. 624-641
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Abstract
Subject headings
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- Purpose This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition. Design/methodology/approach An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition. Findings This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience. Practical implications Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand. Originality/value This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Brand-related stimuli
- Experiential marketing
- Sensory cues
- Sensory marketing
- Service-dominant logic
- Value proposition
- Economy
- Ekonomi
Publication and Content Type
- ref (subject category)
- art (subject category)
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