| Authors |
|
| Publication date |
2020
|
| Journal |
Journal of Business-to-Business Marketing
|
| Volume | Issue number |
27 | 4
|
| Pages (from-to) |
353-374
|
| Organisations |
-
Faculty of Economics and Business (FEB) - Amsterdam Business School Research Institute (ABS-RI)
-
Faculty of Economics and Business (FEB)
|
| Abstract |
Customer value propositions are promoted as critical for technology startups. However, empirical evidence supporting the beneficial effects of startups using customer value propositions is lacking. We draw on a theory of integrating devices to develop and empirically test a model that describes how a technology startup may use customer value propositions to learn about customers and adapt its market offering to gain pilot customers.
|
| Document type |
Article
|
| Language |
English
|
| Published at |
https://doi.org/10.1080/1051712X.2020.1831212
|
|
Permalink to this page
|
