University of Twente Student Theses


Developing Customer Value Propositions in an Online B2B Setting

Arends, Stan (2024) Developing Customer Value Propositions in an Online B2B Setting.

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Abstract:A customer value proposition (CVP) is a promise of how consumers are going to get value from a product or service. This CVP provides a solution to customer problems and can be used as a strategic tool to enhance the competitive edge. This thesis develops a roadmap to construct CVPs in an online B2B setting. This design-study follows a structure of firstly designing a roadmap according to a literature review. Secondly, qualitative interviews will be done to validate and modify the roadmap from the literature. The findings reveal that the roadmap needs some adjustments. The roadmap from the literature was perceived as cumbersome. The final roadmap consists of the following steps: 1. Definition of the CVP 2. Gathering Customer Insights 3. CVP Concept Formulation 4. CVP Concept Testing 5. Implementation and Communication of the CVP 6. Renewal of the CVP According to the literature, it was believed that gathering customer insights could be done by using the e-customer journey in an online setting. However, according to the interviews, gathering customer insights needs to be approached more broadly, not only by the e-customer journey. Furthermore, this roadmap has practical contributions. Marketing managers can use this roadmap in a B2B setting to construct CVPs.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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