Map Your Market Offerings: What Kind of Value Proposition Can Your Customers Buy from You?

Thomas Ritter, Carsten Lund Pedersen, Poul Houman Andersen

Research output: Book/ReportReportResearch

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This booklet is based on 19 interviews with executives from manufacturing firms that also offer services and thus have a broad market offering. The development of the framework used in the interviews and presented in this booklet is based on contributions from the strategy literature (e.g., Stabel & Fjeldstad, 1998), the marketing literature (e.g., Eggert et al., 2016), the innovation literature (e.g., Chesbrough, Lettl, & Ritter, 2018), and the business model literature (e.g., Ritter & Lettl, 2018; Ritter & Pedersen, 2020).
Original languageEnglish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School, CBS
Number of pages16
ISBN (Print)9788793226791
ISBN (Electronic)9788793226807
Publication statusPublished - Apr 2022
SeriesP+S+D Integration Booklet Series

Bibliographical note

The booklet is a part of the research activities underlying the ( project supported by the Danish Industry Foundation.

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