To read this content please select one of the options below:

Frontline employees’ motivation to align with value propositions

Helena Elisabeth Liewendahl (Department of Marketing, Hanken School of Economics, Helsinki, Finland)
Kristina Heinonen (Department of Marketing, Hanken School of Economics, Helsinki, Finland)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 14 February 2020

Issue publication date: 18 March 2020

2516

Abstract

Purpose

Customer value creation is dependent on a firm’s capacity to fulfil its brand promises and value propositions. The purpose of this paper is to explore frontline employees’ (FLEs’) motivation to align with value propositions.

Design/methodology/approach

The paper explores FLEs’ motivation to align with a firm’s value propositions as operationalised brand promises. A longitudinal, three-phase case study was conducted on a business-to-business company in the building and technical trade sector.

Findings

This study reveals factors that foster and weaken employees’ motivation to align with a firm’s brand promises and value propositions. The findings show that co-activity and authentic, practice-driven promises and value propositions foster FLEs’ motivation to uphold brand promises and value propositions, whereas an objectifying stance and power struggle weaken their motivation.

Practical implications

The study indicates that a bottom-up approach to strategising is needed and that FLE is to be engaged in traditional managerial domains, such as in developing value propositions. By creating space and agency for FLE in the strategising process, their motivation to align with value propositions is fostered. Four motivational modes are suggested to support bottom-up strategising.

Originality/value

The paper is unique in its focus on FLEs’ motivation. Developing value propositions traditionally falls within the domain of management strategising, while employees are ascribed the role of enactment. Contrary to the established norm, this paper highlights employees’ active role in strategising and developing value propositions.

Keywords

Citation

Liewendahl, H.E. and Heinonen, K. (2020), "Frontline employees’ motivation to align with value propositions", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 420-436. https://doi.org/10.1108/JBIM-02-2019-0084

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles