Value proposition
The term value proposition ( English value proposition ), and value proposition comes from the economy and while the new economy become popular. It describes the benefits a company promises its customers with a certain product or service.
Value proposition in business models
The value proposition of a business model describes the benefit and thus the value that customers or value creation partners receive from a business model. The value proposition is aimed at two different stakeholder groups:
- Customers : The value proposition describes the benefits the customer will get. The business model is not defined by an existing product, but by the generation of benefits and thus indirectly by the satisfaction of the customer's needs. By deliberately determining which needs are to be met, the value proposition also implies which activities are not carried out by the company. This “negative” selection is decisive for the focus of the company.
- Value-added partner: Part of the value proposition is not only the description of the benefit for the end customer, but also for partners in the value-added process. The value proposition contains the benefits that the value-added partners, be they suppliers or general partners, derive from participating in the business model and thus motivate them to become part of the business model.
Value Proposition: When determining the partners who are involved in the value creation and the customers for whom the service is to be provided, it must be taken into account which benefits they are to derive from the integration into the business model or from the service provided.
Value proposition ( creating customer value ) is a special mix of product , price , service , as well as special relationship and image factors towards customers.
literature
- Timmers, Paul: Business Models for Electronic Markets . In: EM - Electronic Markets, Vol. 8, No. 2, 07/98.
- Rentmeister, Jahn; Klein, Stefan: Business models - a fashionable term on the scales. In: ZfB supplementary booklet, 1 (2003), pp. 17–30.
- Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith: Value Proposition Design . Campus Verlag, Frankfurt / New York 2015, ISBN 978-3-593-50331-8 .
Web links
Individual evidence
- ↑ Patrick Stähler (2001) Business Models in the Digital Economy: Features, Strategies and Effects , Josef Eul Verlag, Cologne-Lohmar, p. 42 f.
- ↑ Alfred Kuss / Torsten Tomczak (2004) Marketing Planning - Introduction to Market-Oriented Corporate and Business Area Planning , 4th revised edition