![January 2014 Paper Designing Competitive Service Models'](https://cambridgeservicealliance.eng.cam.ac.uk/sites/cambridgeservicealliance.eng.cam.ac.uk/files/styles/leading/public/media/news/January%202014%20Paper.png?itok=A7Ot--Rl)
Submitted by Angela Walters on Thu, 26/03/2015 - 11:28
The January 2014 Paper on 'Designing Competitive Service Models' by
Veronica Martinez and Trevor Turner
This paper presents a case study where we traced the value propositions’ shifts of a single firm over 40 years. The firm’s strategic decisions, market adaptation and influencing factors triggering the shift to new offerings are discussed. Then, the paper introduces a value proposition framework for organizations to diagnose the design and delivery of service value propositions. This framework could trace the endurance and adaptability of value propositions in the market at a longer term.