Title: Ranking value proposition elements of an Iranian steel-making company using a multi-attribute decision-making model

Authors: Zahra Yavari; Bahram Ranjbarian; Saeedeh Ketabi

Addresses: Administrative Science and Economy Faculty, University of Isfahan, 81746-73441, Isfahan, Iran ' Administrative Science and Economy Faculty, University of Isfahan, 81746-73441, Isfahan, Iran ' Administrative Science and Economy Faculty, University of Isfahan, 81746-73441, Isfahan, Iran

Abstract: The present study sought to investigate the value proposition concept from the perspective of a steel-producing company and to identify elements provided by the company for its customers. Value proposition concept has been widely used by academicians and industrial practitioners recently. In order to identify the value proposition elements for different groups of customers, many interviews were first held with the managers and the experts of the organisation. The elements identified for the recommended value proposition were 'providing high-quality products', 'on-time delivery', 'provision of technical and commercial information and guides', 'development of products portfolio with emphasis on specific products', and 'competitive pricing and sustainable customers' needs satisfaction'. Then, the data were analysed by multi-attribute decision-making techniques (MADM). Besides, Shanon's entropy method and simple additive weighting (SAW) technique were used for weighing the criteria and AHP technique was used for ranking the choices. The results revealed the ranked elements of the value proposition for every customer group and also, for the overall customers. Finally, some recommendations were proposed for the business model definition and the improvement of competitive conditions.

Keywords: value propositions; customer perceptions; perceived value; group AHP; analytical hierarchy process; Shanon's entropy; simple additive weighting; SAW; steel industry; Iran; multiattribute decision making; MADM; business models.

DOI: 10.1504/IJSOM.2016.074815

International Journal of Services and Operations Management, 2016 Vol.23 No.3, pp.277 - 297

Received: 31 Jul 2014
Accepted: 04 Sep 2014
Published online: 20 Feb 2016 *

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