Interview: Discussing Value Proposition Research in the Context of New Companies Committed to Scaling Early and Rapidly

摘要

Value proposition (VP) development has become thesubject of growing research interest in the last 20 years.The number of research studies has grown especiallyin the last 5 years, including several recent reviewpapers summarizing key developments and identifyingdirections of future research (Goldring, 2017; Eggert etal., 2018; Bailetti et al., 2020; Payne et al., 2020). Inaddition, the VP concept has successfully joined thevocabulary of business practitioners andentrepreneurs. This should not come as a surprisebecause the term was introduced in 1983 by MichaelLanning in a practitioner context, within an internallycirculated McKinsey Staff Paper (Lanning & Michaels,1988).