Defining customer value in disruptive business models
Abstract
Customer value is a relatively complex concept and is very dependent on the perspective
that is taken as well as on the context of the value offer. The aim of this thesis is
to identify how customer value is defined in more dynamic environments, specifically in
the context of disruptive business models. The case company in the thesis is Lynk & Co.
They offer hybrid-electric cars in connection with subscription-based car ownership and
are therefore considered to have a potentially disruptive business model. The research was
conducted through seven semi-structured interviews with employees in different roles at
the company. The collected data was analysed with a thematic analysis in order to identify
different dimensions to value as well as factors that might impact it in this context.
The findings indicate that functional, cost and experiential values are important to the
customers of the case company. Moreover, the results indicate that the social values that
the innovation can offer are important. This means that the social context created through
for example the customer’s network would have a strong impact on what the customer
perceives to be of value in a disruptive context. Furthermore, the value perception is subjected
to a high degree of uncertainty and lack of context, such as few competitors, with
disruptive innovations, which makes it difficult for customers to evaluate value and might
mean that other more familiar factors such as the customer’s network become more important.
Degree
Master 2-years
Collections
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Date
2023-07-20Author
Welzel, Antonia
Keywords
customer value
disruptive innovation
subscription-based car ownership
Series/Report no.
Master Degree Project 2023:70
Language
eng