Customer Value Propositions in Declining Industries: Differences between Industry Representative and High‐Growth Firms
基于制度理论和商业模式视角，分析美国18个衰退行业中高增长企业与行业代表企业在客户价值主张上的差异，发现高增长企业的价值主张更清晰、更具攻击性。
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 U nited S tates. 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 © 2014 Strategic Management Society.