Компоненты ценностного предложения, основанного на продаже решений в экосистеме ретейлеров

Вестник Московского университета. Серия 6: Экономика. 2021. № 3. С. 158–200.

Георгиевский А. Б.

The article is devoted to studying approaches to determining a value proposition and creating an ecosystem value proposition in the retail sector. The aim of this paper is to identify the components of a value proposition based on selling solutions in the ecosystem of retailers. The object of the research is the value proposition based on selling solutions in the ecosystem of retailers, and the subject of the research is its components. A meta-analysis of academic and consulting works devoted to the creation of a value proposition was used as a research method. The paper considers approaches to defining the value proposition, defines the components of the value proposition, classifies them based on the degree of universality and the approach used (organizational, relationship and client). The study classifies existing value proposition models on the basis of the share of universal components in the model. The paper identifies the components of the value proposition based on selling solutions in the ecosystem of retailers. The components are combined into groups: features of using the solution, focus on achieving the goal, interaction with customers, coverage of the solution and its personalization. The proposed classification and considered components form the basis for creating value proposition models based on selling solutions in the ecosystem of retailers.

Keywords: розничная торговля, ритейл, решение, ecosystem, экосистема, solution, retail, value proposition, ценностное предложение