Acerca da proposta de valor

Acredito que a criação de valor é um dos maiores desafios que as empresas com futuro enfrentam. Por que é que alguém há-de optar pelos produtos ou serviços de uma empresa, em detrimento de outras, sem ser por causa do preço?

Assim, IMHO o conceito de proposta de valor é fundamental, para concentrar uma organização no que é essencial para o sucesso:

"Some managers, though, simply view value propositions as something that the marketing folks do as a basis for creating business marketing communications such as advertising or signage for trade show booths. We believe that this view is shortsighted and neglects the potential contribution of value propositions to superior business performance. Properly constructed, customer value propositions force companies to rigorously focus on their target customer’s requirements and preferences and what it is worth in monetary terms to fulfil them.”
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“… the creation and assessment of value propositions provide a means of forging shared understanding of what the supplier is seeking to accomplish in the marketplace.
Viewed in this way, the value proposition statement can serve as guiding beacon and touchstone for the agreed-on market strategy and, especially, as the answer to this question: “What do the supplier regards as relatively important customers, what the supplier wants to emphasize about its market offering, and what promise the supplier is making to customers about the value they will receive. Everyone in the supplier’s workforce needs to have a good grasp on these issues.”
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“over time, customer value propositions can function as a reference standard in making decisions about contemplated changes in the market offering.” … “but by actively managing change, firms can avoid blurring their positioning in the marketplace.. thus, for example, the general manager of a business unit should be able to rely on a value proposition to guide decisions among conflicting tugs and pulls within the organization on how to further develop a market offering. In doing so, she focuses scarce resources on making the offering outstanding on the few elements that targeted customers value most and would be willing to reward the supplier for providing.”

Trechos retirados de "Value Merchants: Demonstrating and Documenting Superior Value in Business Markets" de James Anderson, Nirmalya Kumar, e James Narus.