Value propositions to justify value capture from different stakeholders
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Digital innovations provide organizations with ways to better serve their customers and reduce costs through improved operational efficiency and effectiveness. Today, ICT systems are widely used in the healthcare industry all around the world. However, the motivations and needs of the various stakeholders involved are disparate. This imposes challenges to ICT providers aiming to develop profitable revenue models which capture value from the stakeholders benefited from the company offerings. The objective of this study is to discuss the role of value propositions as tools to communicate and demonstrate the value of the offerings to different stakeholders, with the objective of justifying value capture. Developing value propositions customized to target specific stakeholder groups was studied as a strategy to sustain value capture from stakeholders benefiting simultaneously from an offering. Based on the study, it seems to be of great importance to be familiar with the particularities of the industry and the motivations and most critical needs of the target stakeholders. Value propositions are more attractive if they are customized to each target stakeholder group and more effective if economic value is clearly stated and can be demonstrated in short pilot projects. Value propositions built in that way prove to be powerful tools to justify value appropriation from different stakeholders.