Customer Value Propositions in Declining Industries: Differences between Industry Representative and High-Growth Firms

Authors

  • Gaylen N. Chandler,

    1. W. Frank Barton School of Business, Wichita State University, Wichita, Kansas, U.S.A.
    Search for more papers by this author
  • J. Christian Broberg,

    Corresponding author
    1. W. Frank Barton School of Business, Wichita State University, Wichita, Kansas, U.S.A.
    • Correspondence to: Christian Broberg, W. Frank Barton School of Business, Wichita State University, 1845 Fairmount, Wichita, KS 67260-0147, U.S.A. E-mail: Chris.broberg@wichita.edu

    Search for more papers by this author
  • Thomas H. Allison

    1. College of Business, Department of Management, Information Systems, and Entrepreneurship, Washington State University, Pullman, Washington, U.S.A.
    Search for more papers by this author

Abstract

Using institutional theory and a business model perspective, we develop a framework and use content analysis of company Web sites to examine differences in customer value propositions among a sample of high-growth firms paired with two comparison samples of industry representative firms in 18 declining industries in the United States. Our results indicate that high-growth firms develop value propositions that differ substantially from industry representative firms. In addition, high-growth firms communicate their value propositions more clearly and aggressively than do industry representative firms. Copyright © 2014 Strategic Management Society.

Ancillary