Preliminary monetary values for the reliability of travel times in freight transport

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Exploring Value Potential in a Function-Focused Industry

ABSTRACT Key words: Axiology, Value of Exchange, Blue Ocean Strategy, Docking Equipment, Key Value Factor, Value Co-Creation, The STACC Value Model Issue of Study: In a typical red ocean - an industry with shrinking margins, overcapacity and decreasing demand - Crawford Solutions has the ambition to become what they call a solution provider. The question arises whether there is a potential for value-oriented efforts and whether customers will perceive such a value offer. There are many stakeholders involved in acquiring docking equipment but it is uncertain who the customers really are as well as who the real customer is. It is also highly uncertain whether, where and how there is a potential for value creation in this highly function focused industry. Purpose: To explore the potential for value creation and delivery in a function-focused industry. To identify factors that generate value and, in doing so, present an aqueduct leading from the current red ocean to a blue ocean. Conclusion: The term Value of Exchange is developed to fill the gap between the Value in Exchange and the Value in Use. By utilizing the Buyer Utility Map, the installation is identified as a blue ocean where Value of Exchange can be generated. Through a case study, we have found fifteen Key Value Factors that lead to the creation of Value of Exchange. We want to add Value of Exchange to the traditional two value concepts, Value in Exchange and Value in Use in order to give a clearer meaning to service dominant offers, like delivery, not labeling them as necessary evils but great contextual contributors for Value Co-Creation. The presented STACC Value Model provides an updated view on customer interdependencies and the nature of value creation in processes involving intermediaries