Considerations on value proposition models: A multiple case study on public security services

Abstract

Value creation in service process is no longer the simple sum of the efforts of organizations to deliver a closed-value package to the client, to become the result of several interactions between complex networks. In this context, new value proposition models emerge as an alternative to the Porterian chain. Among the new models, co-creation and co-production have acquired prominence in service systems, and despite being widely discussed in studies of operations and marketing, there are gaps in our understanding of the specifics of each model and how organizations can apply them. Hereupon, in the light of value proposition approaches, the aim of this paper is to obtain a better understanding of models of value creation in services through the presentation, analysis, and discussion of three public security services provided by the Military Police of Minas Gerais. To this end, from data obtained from interviews, documents, and direct observations, we sought to identify how the value proposition is implemented in each service studied. The results showed significant differences between the models and the customer role, forms of interaction and realization of possibilities for value by the actors involved in the service process.

Keywords: value creation, value co-creation, value co-production, services.