Multiperspectivism on the Value Proposition by Members of a Digital Microfirm
DOI:
https://doi.org/10.4067/s0718-27242025000300090Keywords:
Value proposition, Multiperspectivism, Discourse analysis, Activity theory, Organizational discourseAbstract
Although value proposition (VP) plays an essential role in companies, there are few studies that address its communication in terms of professional discourse, and the way members of the same company perceive it has not been explored. This study aims to identify the convergent and divergent perspectives that actors in a digital microfirm have regarding their VP, and to determine where these divergences emerge within the microfirm’s activity system. A simple case study was conducted to describe how multiple perspectives on VP are discursively expressed and its disruptions in the activity system. First, results were grouped into 11 categories, which then resulted in 3 macro-categories focusing on different aspects of VP: Quality Service, Holistic Marketing, and Challenges and Uncertainty. Using an activity system analysis, 4 distinct disruptions were identified, all concerning the Rules axis of the activity system. Unlike the traditional conception of the VP as a single definition of the essence of the company, it was found that the actors attribute different purposes to their organization.
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