Revista de Economía y Negocios

Innovating the Value Propositions

Abstract

Giorgio Merli

‘Traditionally’ innovating the value proposition of a company meant reviewing the products with the intent to make them more “innovative” in their content. Today it is important to consider that in the new market context, customers are increasingly inclined to value a product through its utilization function, i.e. to buy it more as a ‘service’ than as a product. Selling products through the value of their function is defined as “Servitization” of products. This is only one of the new concepts being adopted today by leading companies to innovate their value propositions.