Developing Value Propositions: A Case Study of Customer Value Management at a Swedish Telecom Company
Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
In business markets, where commoditization and price pressure are common characteristics, selling by claiming the superior value of an offering is becoming an increasingly common approach. Customer Value Management is an analytics-driven approach developed for aiding suppliers in demonstrating and documenting the value they provide to their customers. According to theory, the company will by using Customer Value Management be able to deliver superior value to targeted market segments and customer firms and get an equitable return on the value provided.
This thesis seeks to study how a large Swedish telecom company works with Customer Value Management, delimited to the methodology’s description on how to develop a customer value proposition. It concentrates on one department of the company, which has come furthest in implementing the methodology. By studying a business case, two workshop documents, a spreadsheet and conducting two interviews with one of the department’s sales managers, the department’s value proposition and its development will be analyzed and rated based on a three level rating system, mapping out potential congruences and discrepancies with theory.
The results show that the department has managed to implement all of the most basic concepts in developing the value proposition, although concepts with external and documenting focus were performed less in accordance to theory than the concepts focusing on internal processes.
Place, publisher, year, edition, pages
2010. , 34 p.
Customer Value Management, CVM, value propositions, value argumentation, value based selling, business markets, industrial marketing
IdentifiersURN: urn:nbn:se:uu:diva-125999OAI: oai:DiVA.org:uu-125999DiVA: diva2:321595
UppsokSocial and Behavioural Science, Law