| All good business model will have a clearly delineated customer segment(s) and will seek to communicate a value proposition directly to those consumers. With reference to the Business Model Canvas and real world business of your choice please examine one good and one bad example of a value proposition of a product (or service) and discuss in your examples why an appropriate customer segmentation is essential for a good value proposition. Must be referenced in your essay how you use them is up to you: 1. Lindic, J., & Marques da Silva, C. (2011). Value proposition as a catalyst for a customer focused innovation. Management Decision, 49(10), 1694-1708. 2. Osterwalder, A., & Pigneur, Y. (2013). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons. -Engagement with theoretical concepts identified in the essay question -Explanation of links to real world business case(s) -Uses a critical analytical approach -Coherent format and structure; communicative effective |
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