خلاصة:
ObjectiveA Value Proposition is a clear, persuasive, and valid expression of the experience that a customer can receive from services or products and is associated with the idea of what specifically a business can offer to its customers and why the customer chooses a particular company and its products or services, preferring them to competing products or services and being willing to pay for them. However, the historical development of this phrase has not been considered, and over time, its meaning has evolved. In addition, translation as a tool for the linguistic transmission of concepts, especially in different cultural contexts, has always made it difficult to achieve the meaning and concept desired by the original author. This is because translation is the translator’s understanding of the original author's understanding and expression, and based on it, they choose the words they want. Therefore, it is necessary to choose the words that provide the most understanding of the original author. For this reason, the present study seeks to analyze the semantic expression of the Value Proposition. MethodologyTo analyze and review the term "Value Proposition," a hermeneutic approach has been used. Documentary methods and library studies have also been used to collect information. FindingsBased on the findings of the research, the term "Value Proposition" has a two-way nature that is created in interaction with the customer; therefore, it requires participation and acknowledgment from them. This is even though the translation of the offered value is not included in the proposition, and this linguistic format presents the determination of values to the customer unilaterally and does not fit with the co-creation of value and the participation of the customer at the beginning. Therefore, it will not evoke a proposition that can actively be true or false on the part of the customer. ConclusionSince the value of a product or service will only be meaningful if it fulfills the customer's real need by hearing the live voice of the customer, the authors recommend the use of "value propositions" instead of "offered value." They believe that in a value proposition, it is possible to check the truth or falsity, or in other words, to measure the approval or disapproval of the value of the service or product by the customer or the receiver of the service. In this way, the customer can play an active role. The term "value propositions" is composed of two words, "propositions" and "value," and the truth and falsity of the goods or services and the value provided can be agreed upon in the interaction of two parties, which will also result in their mutual commitment to each other.
ملخص الجهاز:
In one definition, the value proposition is a clear, persuasive, and valid expression of the experience a customer receives from a provider’s value-creating offering (Barnes, Blake & Pinder 6, 2009) and is associated with the idea that a particular business offers what to its customers and why a company or, in other words, specific products or services are chosen and preferred over competing products or services and are willing to pay for them (Sales, Guarino, Guizzardi & Mylopoulos 7, 2017b).
On the other hand, the use of the term value proposition in Iranian organizations has not reached a decade, and since its translation as a tool for linguistic transfer of concepts, especially considering different cultural contexts, accessing the meaning and concept intended by the original author will be accompanied by problems arising from translation; because translation is the understanding that the translator has of the understanding and expression of the original author (Bakhshayesh Ardastani, 1386) and, more importantly, attention to the context and cultural background from which the author arose and presented his idea; Therefore, choosing words that provide the most perception of the understanding and intention of the original author and the society and culture in which he lives is necessary to have greater alignment with his view.
These researchers defined the Value Proposition as the relationship between the functional characteristics of a product or service and the realization of customer needs, and considered three dimensions of cost (risk and effort), performance, and customer roles for it (Kambil, Ginsberg, & Bloch 7, 1996).
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