The Importance of the Value Proposition

Introduction
This paper discusses the statement "The importance of the value proposition in identifying the value offered to customers, and the processes involved, are equally important to both customers and value chain partners". Since this statement, given by Walters (2002:198), can be interpreted in different ways, the meaning is to be determined. In this paper this statement is understood as arguing that the value proposition was equally important in identifying the value offered to customers and in identifying the processes involved to both customers and value chain partners.
…