Value propositions in KIBS: How to facilitate the communication of value?

Abstract

AbstractThis study explores value propositions in knowledge‐intensive business services (KIBS). More specifically, this study investigates how to facilitate the effective communication of value to customers in the KIBS context by employing a qualitative case study method. The findings address the importance of trust in developing a solid client relationship to foster successful collaboration and open communication, thus creating a basis for constructing customer knowledge, and also indicate that the phase and intimacy of the relationship both influence which criteria are emphasised during the purchasing process. Consequently, this study challenges the idea that value propositions are always co‐created at every phase of the KIBS customer relationship, and it distinguishes the factors that facilitate the communication of value in these relationships. The understanding gained through this study offers practical insights and will help KIBS firms successfully communicate value to their clients.