Developing a Customer Value Proposition

by Alexander Chernev

The customer value proposition articulates the specific benefits and costs that a company’s offering aims to create for its target customers. The customer value proposition guides all tactical decisions involved in designing, communicating, and delivering the company’s offering to its customers. The key aspects of developing a customer value proposition are the focus of this note. The discussion of the value proposition and positioning is complemented by an in-depth overview of two additional developing a positioning map and the Blue Ocean strategy. This note is an excerpt (Chapter 7) from Strategic Marketing Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

53 pages, Kindle Edition

Published March 25, 2019