| Title |
The role in encroachment of the sustainability aspects of value propositions |
| ID_Doc |
77020 |
| Authors |
Nijhof, A; Bakker, M; Kievit, H |
| Title |
The role in encroachment of the sustainability aspects of value propositions |
| Year |
2019 |
| Published |
European Journal Of Marketing, 53, 10 |
| Abstract |
Purpose This paper aims to elucidate what concepts of encroachment in business-to-consumer markets explain the market share increase of companies with sustainability value propositions. It documents the encroachment field, analyses the practice of ten companies and proposes and defines the additional concept of transparency encroachment. Design/methodology/approach Semi-structured interviews were conducted with representatives of companies with an increase in customers and market share due to their sustainability value proposition. These were supplemented with secondary data, like documented interviews, sustainability reports and reports on market development. The interview transcripts and secondary data notes were coded using template analysis. Findings As the literature on encroachment assumes that new value propositions take away market share from incumbents due to advantages for customers, it is questionable whether it can explain how value propositions with advantages for society as a whole can encroach markets. The results of this study show that the dominant forms of encroachment in the current literature - high-end encroachment, low-end encroachment and business model encroachment - can only partly explain encroachment through sustainability value propositions. An additional encroachment form is identified: transparency encroachment. Social implications Because of the focus on sustainability aspects of value propositions, this study generates knowledge about the marketing and encroachment of products with a relatively positive impact on society. Adoption of the identified concept of transparency encroachment contributes to sustainable development. Originality/value To date, there has been very little marketing research that explores the role of sustainability value propositions in the encroachment of markets. Nonetheless, nowadays customers seem to look beyond their own benefits and are increasingly demanding a new approach that builds upon the sustainability aspects of products. This research adds greater clarity to encroachment through sustainability value propositions. |
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