Towards addressing challenges faced by Technology Solution Providers in crafting strategic value propositions with customers : A case study of Swedish TSP

Purpose – This paper explores how technology solution providers can improve their valueproposition by understanding the challenges of their clients, themselves and their jointperspective regarding upgrading services and products they supply. This bridges the gapregarding value proposition development for Technology Solution providers and theircustomers. Method – The method used was a quality case study that used a thematic approach. A totalof thirteen interviews from three different organisations were conducted, including investigativeand semi-structured interviews. The interviewed participants consisted of managers, coders, ITexperts, COO and sales. Findings – The results of this case study concluded in a framework that consisted of threesections of challenges, including the technology solution provider, their customers and jointchallenges. A total of thirteen challenges were identified. Furthermore, six strategies to mitigatethis challenge were identified, and together they crafted three themes: Team synergy andalignment, Learning and capability building, and Agility and continuous improvement. Allstrategy has actions derived from codes coming from the strategy themes. These actions shouldbe used to eliminate or mitigate the challenges associated with them. Theoretical and practical contributions – Expands the literature by contributing a more indepth insight of how technology solution provider and their customers can work more efficientlytogether. This is seen through the lens of the provider, customers, and their joint perspective.The study's practical contribution consists of a framework usable for managers, the frameworkconsists of Challenges, Strategies, and actions