Proposition de valeur et positionnement de prix : la place de la valeur client dans le pricing d'offres innovantes : le cas des start-up technologiques

par Frédéric Iselin

Thèse de doctorat en Sciences de gestion

Sous la direction de Alain Bloch.

Soutenue en 2009

à Paris, CNAM .


  • Pas de résumé disponible.

  • Titre traduit

    Value proposition and price positioning. The room for customer value in new offer 's pricing : the case of high-tech start-ups


  • Résumé

    This research is focused on the following question: how do French high-tech start-ups integrate the concept of value for customers? After an exploration of the academic literature, we present an empirical approach, based on our professional background as entrepreneur. This chapter offers a quantitative approach towards primary data: 1 196 managers of high-tech start-ups, with 280 qualified answers. This approach is based on a research model, 6 hypotheses, variables allowing the design of a questionnaire, and a coding system. We finally propose 5 main findings. First, an eleven step process, allowing a start-up manager to position its price. Second, a typology of the value propositions, including 9 possibilities. Third, we established a general weakness of the 58 % of the French high-tech startups value propositions, without correlation between start-ups maturity and value proposition’s improvement. Fourth finding: the poor level of value creation: only 26 % of our panel creates more value than the competition. Our fifth and last main finding will address some macro-economic considerations, using syllogism: the majority of the French high-tech start-ups have an unattractive value proposition; the correlation between value proposition and companies’ performances has been established by the literature: is the value propositions’ weakness could contribute to explain the poor growth of French SME’s, as well as the poor average profitability of French VC’s?

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La version de soutenance existe sous forme papier

Informations

  • Détails : 1 vol. (393 p.)
  • Annexes : Bibliogr. p. 368-379

Où se trouve cette thèse ?

  • Bibliothèque : Conservatoire national des arts et métiers (Paris). Bibliothèque Centrale.
  • Non disponible pour le PEB
  • Cote : Th A 650
  • Bibliothèque : Conservatoire national des arts et métiers (Paris). Bibliothèque Centrale.
  • Non disponible pour le PEB
  • Cote : Th A 650 double
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