نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار، گروه رهبری و سرمایه انسانی، دانشکده مدیریت دولتی و علوم سازمانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
2 دانشجوی دکتری، گروه رهبری و سرمایه انسانی، دانشکده مدیریت دولتی و علوم سازمانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective
A Value Proposition is a clear, persuasive, and valid expression of the experience that a customer can receive from services or products and is associated with the idea of what specifically a business can offer to its customers and why the customer chooses a particular company and its products or services, preferring them to competing products or services and being willing to pay for them. However, the historical development of this phrase has not been considered, and over time, its meaning has evolved. In addition, translation as a tool for the linguistic transmission of concepts, especially in different cultural contexts, has always made it difficult to achieve the meaning and concept desired by the original author. This is because translation is the translator’s understanding of the original author's understanding and expression, and based on it, they choose the words they want. Therefore, it is necessary to choose the words that provide the most understanding of the original author. For this reason, the present study seeks to analyze the semantic expression of the Value Proposition.
Methodology
To analyze and review the term "Value Proposition," a hermeneutic approach has been used. Documentary methods and library studies have also been used to collect information.
Findings
Based on the findings of the research, the term "Value Proposition" has a two-way nature that is created in interaction with the customer; therefore, it requires participation and acknowledgment from them. This is even though the translation of the offered value is not included in the proposition, and this linguistic format presents the determination of values to the customer unilaterally and does not fit with the co-creation of value and the participation of the customer at the beginning. Therefore, it will not evoke a proposition that can actively be true or false on the part of the customer.
Conclusion
Since the value of a product or service will only be meaningful if it fulfills the customer's real need by hearing the live voice of the customer, the authors recommend the use of "value propositions" instead of "offered value." They believe that in a value proposition, it is possible to check the truth or falsity, or in other words, to measure the approval or disapproval of the value of the service or product by the customer or the receiver of the service. In this way, the customer can play an active role. The term "value propositions" is composed of two words, "propositions" and "value," and the truth and falsity of the goods or services and the value provided can be agreed upon in the interaction of two parties, which will also result in their mutual commitment to each other.
کلیدواژه‌ها [English]
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