The impact of Standardization and Adaptation on the elements of the value proposition block of the business model canvas used by companies.
Author
Kassah, Raymond
Term
4. term
Publication year
2019
Submitted on
2019-06-05
Pages
62
Abstract
Dette speciale gennemgår, hvad forskningen siger om, hvordan virksomhedernes valg mellem standardisering (samme løsning på tværs af markeder) og tilpasning (ændre løsningen til lokale forhold) påvirker deres værdiforslag – den del af Business Model Canvas, der beskriver, hvilken værdi man giver kunderne. Arbejdet er et konceptuelt litteraturstudie baseret på empiriske artikler fundet via faglige søgemaskiner og databaser som Google Scholar, AUB library, JSTOR, SAGE, Emerald Insight og ScienceDirect. Søgeord omfattede bl.a. standardization, adaptation, value proposition, value creation, business model canvas og business model. Gennemgangen viser, at forskere til tider vurderer emnet forskelligt, men samlet peger litteraturen på, at valget mellem at standardisere eller tilpasse påvirker værdi langs flere dimensioner: ydeevne, omkostningsreduktion, brand/status, risikoreduktion, bekvemmelighed, pris, grad af kundetilpasning og tilgængelighed. Resultaterne giver praktiske implikationer for virksomheder, som kan bruge disse mål til at vurdere deres beslutninger. Studiet har også begrænsninger, fordi det bygger på tidligere arbejder og kontekster, som varierer, og derfor peger det på behov for yderligere forskning.
This thesis reviews what existing research says about how firms’ choices between standardization (offering the same solution across markets) and adaptation (tailoring to local conditions) affect their value proposition—the part of the Business Model Canvas that explains the value delivered to customers. It is a conceptual literature review based on empirical studies identified through academic search tools and databases such as Google Scholar, AUB library, JSTOR, SAGE, Emerald Insight, and ScienceDirect. Keywords included standardization, adaptation, value proposition, value creation, business model canvas, and business model. The review finds that scholars sometimes disagree, but overall the choice to standardize or adapt shapes value along several dimensions: performance, cost reduction, brand/status, risk reduction, convenience, price, customization, and accessibility. These insights offer practical implications for companies by highlighting measures they can use to assess their decisions. The study also notes limitations—reliance on prior work and varied contexts—and outlines directions for future research.
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