Value Propositions of the U.S. Trucking Industry‪.‬

Abstract This article uses a method combining analysis of Web site content with the constant comparison process from grounded theory to investigate the value propositions offered by 100 U.S. motor carriers. Using the selling messages of the Web site for these firms, coupled with follow-up interviews, we found that the basic motor carrier value proposition is developed around the four themes of time, place, value management, and value-add. In addition we found underlying capabilities (e.g., type equipment, technology, reliability) that carriers suggest are required to create those value proposition themes. These messages serve an important role in differentiating a firm's offering in a commodity business, like the U.S. motor carrier industry, where price is not a distinguishing factor in most cases. Our findings suggest that many of the sampled firms attempt to avoid price-based commoditization through the value propositions they project.