Abstract

Abstract Purpose -The aim is to contextualize value propositions in consumer practices and draw implications for marketing theory and practice Methodology/approach -Drawing on service-dominant logic, practice theory and consumer culture theory, I examine how consumers experience value propositions in practices and derive implications. Findings -Value propositions are firms" proposals for consumers" resource integration that is guided by practice-tied meanings. They include an offering(s) and suggestions of how to integrate the offering(s) with other consumer resources. Purchasing an offering is an explicit sign of accepting a value proposition. The acceptability of the value propositions depends on their ability (1) to address valuable practice-tied meanings, and (2) to assist the consumers to materialize these meanings into use. The scope of the value propositions varies according to the need to integrate offerings with other resources in order to put valuable meanings into use. In resource integration, consumers can choose to follow the firms" suggestion or pursue their own plan. The firms" skills and knowledge assist the consumers in putting the valuable meanings into use. Originality/value -From the beneficiaries" perspective, this paper constructs value propositions as the integrators of practice-tied sign value (valuable meanings), use value (valuable meanings materialized into use), exchange value (price), and resources. From a value co-creation design perspective, it constructs value propositions as design architecture for reciprocal sign value, use value, exchange value, and resource integration. This paper therefore offers firms a conceptual tool for designing value propositions.