How technology-based startups can use customer value propositions to gain pilot customers
| Authors |
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|---|---|
| Publication date | 2020 |
| Journal | Journal of Business-to-Business Marketing |
| Volume | Issue number | 27 | 4 |
| Pages (from-to) | 353-374 |
| Organisations |
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| 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
(Final published version)
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| Permalink to this page | |
