Dynamic value propositions
: a design thinking perspective

  • Nathalie Ouellet (Student)

Student thesis: Master's Thesis

Abstract

Value propositions create significant competitive advantage and are a central element of business models. Yet, despite the wide array of available tools and models, creating powerful value propositions is still an art, often characterized by trial and error. This dissertation explores how value propositions can increase customer engagement through the dynamic approach of design thinking and proposes a conceptual framework of dynamic value propositions. At the case of a European pilot project for smart energy systems, value reconfiguration tactics are identified that may be used during the different stages of the customer journey.
Date of Award18 Jul 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRené Bohnsack (Supervisor)

Keywords

  • Value proposition
  • Design thinking
  • Dynamic value proposition
  • Value proposition reconfiguration framework
  • Job to be done

Designation

  • Mestrado em Gestão e Administração de Empresas

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