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School of Business | Department of Marketing | Marketing | 2016
Thesis number: 14698
Exploring value alignment in shopping center mobile solutions: A case study of Citycon
Author: Vakkila, Fanny
Title: Exploring value alignment in shopping center mobile solutions: A case study of Citycon
Year: 2016  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: kauppakeskukset; commercial centres; mobiilitekniikka; mobile technology
Pages: 69
Full text:
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Key terms: service-dominant logic, value alignment, IT, stakeholders of the firm
Research objective The decentralized nature of shopping centers creates challenges in value alignment. There is a lack of case-based research for exploring value alignment from a service-dominant logic perspective within multiple stakeholder environments. The information technology provides new opportunities to distribute knowledge and collaborate with stakeholders. Therefore, the aim of this study is to identify enabling and preventing factors for value alignment from a customer perspective in the context of shopping center mobile solutions.

Methodology This study adopts a qualitative single-case approach by interviewing ten different tenants in one of Citycon's shopping centers. The data was gathered by using thematic semi-structured interviews. The theoretical framework of this study combines an iterative process model of value alignment with key benefits of mobile technology.

Research findings This study identifies enabling and preventing factors for value alignment in the shopping center mobile services. Value alignment could be enabled through knowledge sharing, service integration and mutual service provision. The preventing aspects included heterogeneity of actors, unclear responsibilities and challenges in implementation. The importance of this work lies in addressing complexity in order to achieve unity. This study suggests that adopting a service-dominant logic perspective within a multiple stakeholder environment could contribute to value alignment particularly in the context of new service innovations. Facilitating dialogue and finding mutual goals between stakeholders is the key in aligning value within a shopping center environment. This study broadens the focus from a firm-customer perspective to a strategic one where tenants are regarded central to the success of the shopping center.
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