Creating value offerings via operant resource-based capabilities

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“…Research to date has mainly focused on the creation of value propositions by firms [O'Cass, Ngo, 2009], either on their own or jointly with others [Vargo, Lusch, 2004]; they have reported their success drawing on financial data from value exchanges to determine national, regional, or global trends [Contractor et al, 2007]. This study brings in strategic thinking from country and firm level perspectives and builds on recent literature [Vargo, Lusch, 2008] on the role of the consumer and potential consumer as a resource for the company and an active participant in value creation.…”

“…Music industry MNEs retain national marketing and operation functions in all their major country markets, such that the consumer end of the value chain-the point of exchange and use of the product [O'Cass, Ngo, 2011] -may be less amenable to integration into global models [Bustinza et al, 2013b]. However, superior performance may be achieved by creating unique value offerings from a global standard portfolio tailored to a local/regional context [Ngo, O'Cass, 2009]. As music moves towards more service-oriented models of delivery, music distributors are exploring suitable international alliances with exclusive platform producers.…”

“…This proposal leads to the formulation of the following set of hypotheses: Hypothesis 1. Ngo, 2011;Vargo, Lusch, 2004] such that it is possible, using the appropriate mix of value offerings [Ngo, O'Cass, 2009], to engage with and influence consumers and increase their likelihood of making a purchase [Bustinza et al, 2013a]. According to this argument, and considering the particular characteristics of potential music consumers, it is expected that specific value strategies can positively influence consumer attitudes.…”

Internationalization of Product-Service Systems: Global, Regional or National Strategy?

“…Music industry MNEs retain national marketing and operation functions in all their major country markets, such that the consumer end of the value chain-the point of exchange and use of the product [O'Cass, Ngo, 2011] -may be less amenable to integration into global models [Bustinza et al, 2013b]. However, superior performance may be achieved by creating unique value offerings from a global standard portfolio tailored to a local/regional context [Ngo, O'Cass, 2009]. As music moves towards more service-oriented models of delivery, music distributors are exploring suitable international alliances with exclusive platform producers.…”

“…This proposal leads to the formulation of the following set of hypotheses: Hypothesis 1. Ngo, 2011;Vargo, Lusch, 2004] such that it is possible, using the appropriate mix of value offerings [Ngo, O'Cass, 2009], to engage with and influence consumers and increase their likelihood of making a purchase [Bustinza et al, 2013a]. According to this argument, and considering the particular characteristics of potential music consumers, it is expected that specific value strategies can positively influence consumer attitudes.…”