Orchestrating an experiential value proposition: the case of a Scandinavian automotive manufacturer

Abstract

Purpose

This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition.

Design/methodology/approach

An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition.

Findings

This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience.

Practical implications

Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand.

Originality/value

This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.

Citation

Eklund, A.A., Berndt, A. and Sandberg, S. (2022), "Orchestrating an experiential value proposition: the case of a Scandinavian automotive manufacturer", European Business Review, Vol. 34 No. 5, pp. 624-641. https://doi.org/10.1108/EBR-07-2021-0149