25 August 2022 5 3K Report

Hi everyone,

I am currently writing a master's thesis at a small startup about strategic positioning. I have already studied the literature in detail. Very often the tool Value Proposition and USP is mentioned in the implementation of strategic positioning, but unfortunately the statements about it are often a bit different and I don't understand the connection 100%. Strategic positioning lies in the area of tension between customer and competitor and thus has many overlaps with the two terms mentioned. Once the positioning must be a USP / UAP against the competition, but at the same time also bring value to the customer, here the value proposition can be applied. What confuses me is that sometimes both the USP/UAP and the Value Proposition are done before the strategic positioning and sometimes not. I would like to find some literature that shows the connection in terms of a process or with the correlations. Is there anything like that?

I thank you in advance!

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