Strategic value curve analysis: Diagnosing and improving customer value propositions

Norman T. Sheehan and Vince Bruni-Bossio

Business Horizons, 2015, vol. 58, issue 3, 317-324

Abstract: Managers often struggle to determine why their firm is underperforming relative to its rivals. This article outlines how managers and consultants can use an existing strategy tool, Kim and Mauborgne's strategy canvas, to robustly test whether their firm is underperforming because it is (1) properly executing the wrong value proposition's delivery or (2) failing to properly execute the right customer value proposition's delivery. Once the issues with the firm's value proposition and its delivery activities are correctly diagnosed, the strategic value curve analysis tool assists in developing recommendations to improve the firm's profitability. The article concludes by describing how the authors successfully used the tool to help a consulting client complete a review of its strategy.

Keywords: Customer value propositions; Value curves; Revenue growth; Firm profitability; Strategy tool; Blue Ocean strategy (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:58:y:2015:i:3:p:317-324

DOI: 10.1016/j.bushor.2015.01.005

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