Customer Value Propositions in Declining Industries: Differences between Industry Representative and High-Growth Firms
Gaylen N. Chandler, J. Christian Broberg, Thomas H. Allison
Strategic Entrepreneurship Journal · 2014 · Volume 8 · Issue 3
Abstract
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 © 2014 Strategic Management Society.
Keywords
high-growth firms, institutional theory, value propositions, content analysis
Enable JavaScript for citation tools and additional paper interactions.