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The offering must create superior value for its target customers and collaborators in a way that enables the company to achieve its goals.
"Creating value for all relevant entities involved in the market exchange—target customers, collaborators, and the company—is the overarching principle that guides all company actions. This is the market value principle that encapsulates the company’s value proposition:
The offering must create superior value for its target customers and collaborators in a way that enables the company to achieve its goals.
The market value principle implies that when developing market offerings, a company needs to consider all three types of value: customer value, collaborator value, and company value.”
Excerpt From: Alexander Chernev. “Strategic Marketing Management: Theory and Practice.” Apple Books. https://books.apple.com/us/book/strategic-marketing-management-theory-and-practice/id1511005025