Markus Kirchberger

2013

In this paper the knowledge about Value Proposition known from the subject of marketing is reflected in a measurement scale model. With this approach the Value Propositions of B2B tech firms and start-ups are analyzed and expressed in numerical values. In a second step hypotheses that could have a positive impact on Value Proposition are considered and analyzed. The purpose of this study is to evaluate their influence on Value Proposition. The results of the study show that university spin-offs less emphasize Value Proposition as they achieve lower results whereas companies with a business study background show a more sophisticated Value Proposition.