Antonopoulou, K., Nandhakumar, Joe and Panourgias, N.S. (2014) Value proposition for digital technology innovations of uncertain market potential. In: ECIS 2014 : 22nd European Conference on Information Systems, Tel Aviv, Israel, 9-11 Jun 2014. Published in: ECIS 2014 Proceedings - 22nd European Conference on Information Systems ISBN 9780991556700.

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Abstract

In this paper we explore the notion of value proposition in relation to the features of digital technology innovations of uncertain market potential. Drawing on an empirical study of 'serious games' development we focus on the interplay between the design features as they are being incorporated into the serious game and how these can be addressed through an emergent articulation of the value proposition that sheds light on the establishment of a business model. We draw on 'pragmatics of justification' literature to develop an account of how the values, with not only economic/finance but also non-monetary notion, manifested in digital technologies, are justified in order to arrive at a value proposition. We argue that through mutual adjustment and reconciliation of each value element with the emerging value proposition, clarity and stability are brought to its constitution which are vital in the drawing-up of a business model in situations of high uncertainty. The research contributions we make are (a) theorizing how a value proposition is constituted, (b) introducing a new analytical approach to the study of value proposition drawing from the pragmatics of justification in the context of digital technology innovations' development with social, economic and technical notions.

Item Type:	Conference Item (Paper)
Divisions:	Faculty of Social Sciences > Warwick Business School Faculty of Social Sciences > Warwick Business School > Information Systems & Management
Journal or Publication Title:	ECIS 2014 Proceedings - 22nd European Conference on Information Systems
Publisher:	AIS
Place of Publication:	Tel Aviv
ISBN:	9780991556700
Official Date:	2014
Dates:	Date Event 2014 Published
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Conference Paper Type:	Paper
Title of Event:	ECIS 2014 : 22nd European Conference on Information Systems
Type of Event:	Conference
Location of Event:	Tel Aviv, Israel
Date(s) of Event:	9-11 Jun 2014

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