Communication in service ecosystems through value propositions: dilemmas and future research avenues

Purpose This paper aims to provide insight into communication strategies that may enable service ecosystem actors to co-create economic, social and/or environmental value. Design/methodology/approach To achieve this end, the authors rely upon the literature on value propositions, which represent strategic tools for communicating about the value package (i.e. the benefits that actors can offer to one another along with its costs). This literature stream - in combination with the communication literature - allows the authors to unravel five dilemmas that service ecosystem actors face when communicating about the value package with one another. Findings To co-create value in service ecosystems with the help of value propositions, actors need to reflect upon (1) whether to involve third parties when sending messages about their value package (cf. sender), (2) what information to share about their value package (cf. message), (3) whether to invest resources in face-to-face communication when conveying messages about the value package (cf. channel), (4) whether to reach out to a broad audience with value package messages (cf. receiver) and (5) whether to engage in institutional work through communication in response to various interpretations of messages about the value package (cf. effect). Originality/value This research advances the literature on value co-creation in service ecosystems by relying upon communication theory to unravel the dilemmas that come along with using and/or creating value propositions as strategic tools for communication.