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1. 1. Value Creation in the Banking Industry - A comparative case study of how value is proposed by two Swedish banks from a S-D logic perspective

   University essay from Göteborgs universitet/Graduate School

   Author : Alexandra Kjöllerström; Beatrice Sörby; [2020-07-23]
   Keywords : Service Dominant Logic; Retail Banking; Value Proposition; Co-creation of Value; Service Innovation; Digitalization;

   Abstract : This study examines how two banks with different digital strategies and customer interaction approaches propose value propositions. Digitalization is reshaping industrial fundamentals as well as leading to changes in the value proposition of companies’ business models. READ MORE