Markus Kirchberger

inern

This paper describes the process of crafting a customer value proposition in a new technology based

start-up. Customer value propositions have become an important tool in product commercialization

processes. Showing the buyer what the product is worth in monetary terms appears to be more

promising than just assuring to provide superior value. Other benefits of a customer value

proposition are the better understanding of one’s product, the market and the customer’s business

models. These effects seem to be especially beneficial for new technology based start-ups with little

product and market experience, yet there has not been a lot of research done. This study attempts to

evaluate the process of crafting a customer value proposition in one of these start-ups. Therefore, a

case study was conducted using interventionist research over a period of three months.

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