KIT - Institut für Unternehmensführung - Studium und Lehre - Lehrstuhl für Management Accounting - Abschlussarbeiten - abgeschlossene Arbeiten - Crafting a Customer Value Proposition with a Startup

This paper describes a case study developing a Customer Value Proposition (CVP) for a German Startup in the B2B market. Whilst on the one hand focusing on the opportunities a CVP offers to a Startup as a sales tool and pathway to becoming more customer oriented, it also shows the limitations as well as problems when a CVP is being developed by a Startup. The study was conducted over the course of nine months in which the author has worked with the team of Feinsinn GmbH on a CVP in the setting of a live action research.