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Strategic value curve analysis: Diagnosing and improving customer value propositions

Author

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  • Sheehan, Norman T.
  • Bruni-Bossio, Vince

Abstract

Managers often struggle to determine why their firm is underperforming relative to its rivals. This article outlines how managers and consultants can use an existing strategy tool, Kim and Mauborgne's strategy canvas, to robustly test whether their firm is underperforming because it is (1) properly executing the wrong value proposition's delivery or (2) failing to properly execute the right customer value proposition's delivery. Once the issues with the firm's value proposition and its delivery activities are correctly diagnosed, the strategic value curve analysis tool assists in developing recommendations to improve the firm's profitability. The article concludes by describing how the authors successfully used the tool to help a consulting client complete a review of its strategy.

Suggested Citation

  • Sheehan, Norman T. & Bruni-Bossio, Vince, 2015. "Strategic value curve analysis: Diagnosing and improving customer value propositions," Business Horizons, Elsevier, vol. 58(3), pages 317-324.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:3:p:317-324
    DOI: 10.1016/j.bushor.2015.01.005
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    Citations

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    Cited by:

    1. Hossein Mahdavimazdeh & Loren Falkenberg & Madelynn Stackhouse, 2019. "The Innovation Value Canvas: A Guide To Defining Value Propositions And Target Customers For Commercialization Of Technological Innovations," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(02), pages 1-29, February.
    2. Katarína Remeňová & Jakub Kintler & Nadežda Jankelová, 2020. "The General Concept of the Revenue Model for Sustainability Growth," Sustainability, MDPI, vol. 12(16), pages 1-12, August.
    3. Jalal Rajeh Hanaysha & Mohammed Emad Al-Shaikh, 2022. "An Examination of Entrepreneurial Marketing Dimensions and Firm Performance in Small and Medium Enterprises," Sustainability, MDPI, vol. 14(18), pages 1-17, September.
    4. Sheehan, Norman T. & Powers, Richard C., 2018. "Setting and vetting strategy: Bridging the chasm between CEOs and boards," Business Horizons, Elsevier, vol. 61(5), pages 679-688.
    5. Bruni-Bossio, Vincent & Sheehan, Norman T. & Willness, Chelsea R., 2018. "Circle mapping your firm’s growth strategy," Business Horizons, Elsevier, vol. 61(2), pages 285-296.
    6. Benzidia, Smaïl & Luca, Ruxandra Monica & Boiko, Sergiy, 2021. "Disruptive innovation, business models, and encroachment strategies: Buyer's perspective on electric and hybrid vehicle technology," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    7. Seonkoo Jeong & Yujin Jeong & Keeeun Lee & Sungjoo Lee & Byungun Yoon, 2016. "Technology-Based New Service Idea Generation for Smart Spaces: Application of 5G Mobile Communication Technology," Sustainability, MDPI, vol. 8(11), pages 1-25, November.
    8. Rintamäki, Timo & Kirves, Kaisa, 2017. "From perceptions to propositions: Profiling customer value across retail contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 159-167.

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