Purpose – Despite the fact that customer orientation is increasingly used as a strategic guideline to ensure companies’ long-term success, it is too often left at conceptual level without any managerial or executive translation. To address this practical gap, the purpose of the paper is to...

This paper outlines and discusses one approach for teaching business students about the role of value propositions as an important part of any organization's business model. The course-wide approach is organized around understanding, creating and capturing value. The approach involves...