Business Commons^™

Competitive Advantages And Values Created And Attained Out Of Well-Crafted Customer Value Propositions, Jeffrey Yi-Lin Forrest, Dmitry A. Novikov, Stephen Larson, Fen Wang, Jing Yang

All Faculty Scholarship for the College of Education and Professional Studies

To help facilitate the development of a theoretically rigorous and practically useful theory of customer value propositions (CVP), as called for repeatedly by the extant literature, this paper establishes a game-theoretic theorem regarding the dynamics of market competition and potential market entry. On top of this result and by employing logical rigor and analytical reasoning, eight generally true facts are developed without suffering from the constraints of data- and anecdote- based approaches, as widely used in the literature. In particular, these established results reveal how a newly adopted CVP is associated with the three essential processes underlying a company’s operation, …