Strategic value curve analysis: Diagnosing and improving customer value propositions
Abstract
Managers often struggle to determine why their firm is underperforming relative to its rivals. This article outlines how managers and consultants can use an existing strategy tool, Kim and Mauborgne's strategy canvas, to robustly test whether their firm is underperforming because it is (1) properly executing the wrong value proposition's delivery or (2) failing to properly execute the right customer value proposition's delivery. Once the issues...
Paper Details
Title
Strategic value curve analysis: Diagnosing and improving customer value propositions
Published Date
May 1, 2015
Journal
Volume
58
Issue
3
Pages
317 - 324
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