ABSTRACT
One of the most critical challenges for service firms is to differentiate themselves from competitors. It is relatively easy to be like everyone else; great companies have their own unique identities and carefully conceived value propositions. Realize that different isn’t always better, but better is always different! In this chapter, we explore how a business model provides the basis for a customer-centric marketing strategy, how to design and refine successful value propositions (VP), and creative ways to add value for customers.
