ABSTRACT
The commercialization of a product is a complex process, especially when it comes to new technology. Customers need to be convinced to leave behind old and familiar technology and trust a start-up to deliver higher value with their novel product. The start-up setting is especially interesting because a product might still be under development, allowing modifications which increase customer value. The customer value proposition encourages market and customer orientation and offers a strategic methodical approach to quantifying customer value and eventually marketing a product. In the late 1980s, the idea of customer value emerged and had a significant impact on how customers and their needs were treated. The requirements of different potential end users and markets vary, so it is best to adopt a market-orientated approach as early as possible. During that time, a new database was introduced, as well as a service called Dial-A-Device.
