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Department Of Marketing
Date 01/12 2014
Master’s Thesis2014
CrowdfundingHow Established Companies Can Benefit From Crowdfunding
Initiatives
By Kristian TabermannCand.Merc. Strategic Market Creation
Supervisor: Liana RazmeritaDepartment of International Business Communication
Number of Standard Pages: 73,8STUs: 167.995
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Perceived customer value is identified as marketing and branding related concepts, which
points out that success of a product is largely based on whether customers believe it can
satisfy their needs. This phrase emphasizes that when a company develops its brand and
markets its products, customers ultimately determine how to interpret and react to the
marketing messages. The term value proposition is used to better understand customer
perceived value. A value proposition is a comparison of the benefits offered by a company's
product to its customers relative to the price it asks customers to pay. Companies can
generally influence the value proposition in one of two ways. Companies can use long-term
brand building advertising to emphasize key traits of the brand and products, or they can
offer a relatively low cost to enhance value. Ultimately, the key is that customers feel that
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the product's value exceedingly justify its price (Osterwalder & Pigneur 2010).
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