Value Proposition Analysis of Network Business During Digital Adaptation in COVID-19 Conditions
This paper explores how digital technology has forced network enterprises to reconsider and develop value proposition, evaluating how digital queries of potential consumers influence it during the period of business restrictions caused by the COVID-19. This is theoretical and empirical research in equal measure. Study was conducted on 1000 keyword semantic analysis using Google Keyword Planner analytic big data on customer queries for restaurant delivery services in St. Petersburg (Russia) to analyze key preferences that should be included in the value proposition. Data were divided into five major categories: delivery time, promotions, food processing, menu, and aggregators’ delivery companies. MANOVA analysis showed all five were significant while ANOVA—significance for menu and aggregators’ delivery companies. Findings indicate that value proposition competitive advantage is driven by big data analysis and customer needs operative reaction under COVID-19 conditions. Value proposition components generated from big data analysis have a positive business performance impact.