Malin Andersson

This study responds to calls for more knowledge regarding the dynamics of value propositions. The study develops knowledge about the communication dynamics of VPs by exploring the marketing communication of convention bureaus in post-COVID times. The data includes 120 marketing communication items from 12 Swedish convention bureaus. The data is analysed inductively using content analysis. Subsequently, discourse theory is applied as an approach to analyse value proposition dynamics. The findings reveal three value proposition themes constructed as communicated benefits, emphasising personal interactions in a special place, hybrid meetings technology and support of sustainable development. This study highlights the performative role that discourses play in shaping VPs in times of change. Place, flexibility and ethics emerge as distinct features of contemporary discourse. The study contributes to the theorizing of VP dynamics by proposing that benefits are continuously constituted in communication. It showcases how sociocultural norms permeate marketing communication and expands the concept of value proposition dynamics with a time- and place-sensitive communication approach. The study also provides guidance for marketing professionals' responses to adverse events, innovations, and emerging changes in society.