Customer value propositions in declining industries: differences between industry representative and high-growth firms
Chandler, Gaylen N.
Broberg, J. Christian
Allison, Thomas H.
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Chandler, Gaylen N.; Broberg, J. Christian; Allison, Thomas H. 2014. Customer value propositions in declining industries: differences between industry representative and high-growth firms. Strategic Entrepreneurship Journal, vol. 8:no. 3:pp 234–253: September 2014
Using institutional theory and a business model perspective, we develop a framework and use content analysis of company Web sites to examine differences in customer value propositions among a sample of high-growth firms paired with two comparison samples of industry representative firms in 18 declining industries in the United States. Our results indicate that high-growth firms develop value propositions that differ substantially from industry representative firms. In addition, high-growth firms communicate their value propositions more clearly and aggressively than do industry representative firms. Copyright (C) 2014 Strategic Management Society.
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