Customers and Value Propositions: Rethinking Strategy from the Demand Side

There is broad agreement among strategy scholars that customers and the demand side more generally are a central but very much underdeveloped aspect in current strategy theories. This panel brings together a set of highly distinguished scholars who each provide a distinct perspective on this topic. The focus is on exploring: the concept of a “value proposition&x201D; as a bridge between the supply and the demand side; the nature of customers and the demand side more generally; and the implications of explicitly accounting for customers and the demand side for research and practice in the field of strategic management.