1. Identify the offer's value attributes
This notion of value attributes is new, and provides a response to the understanding of a customer today faced with a permanent "over-offer" that hardly responds to the stimuli of need. They reason in terms of value attributes, i.e. the different attributes that justify their willingness to invest in a given product.
When we buy a plane ticket, we want to be satisfied on several criteria or attributes. First and foremost, of course, we need to arrive at the right place, which is an implicit value attribute, but one that needs to be made explicit. We also need safety, i.e. a fleet of recent, well-maintained aircraft. Then we want to arrive on time and collect our luggage in good condition. Then there are other attributes such as on-board service and comfort, or the time spent going through airport...
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Identify the offer's value attributes
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Strategor , R. Durand and P. Dussauge, B. Garette, L. Lehmann-Ortega, Dunod
Business Model (Nouvelle) Génération, Alexander Osterwalder & Yves Pigneur, Pearson
Reinvent your business model, Laurence Lehmann-Ortega, Dunod
Value Proposition Design, Alexander Osterwalder & Yves Pigneur, Pearson...
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