Purpose – This paper seeks to advance the theory on value proposition and innovation by offering a framework for identifying value proposition elements. Design/methodology/approach – A single embedded case study is conducted based on Amazon.com's innovations. Findings – By identifying and...

The paper starts from the hypothesis that traditional approaches to segmentation are seriously flawed because the object of segmentation, the consumer, has dramatically changed over the past 30 years. The New Consumer actively defies segmentation attempts by marketing professionals and thus...