The influence of a disruptive innovation on a company’s value proposition: A qualitative research in the Dutch greenhouse horticulture industry

Abstract

This study investigates the influence of a disruptive innovation on a company’s value proposition, specifically in the Dutch greenhouse horticulture sector, by using the theory on value propositions by Osterwalder (2014) and Osterwalder & Pigneur (2010). The results reveal that the influence of a disruptive innovation on a company’s value proposition is dependent on the fit between value map and customer profile. The elements of the value proposition that appear to have the most influence are customization, brand/status, cost reduction and price. This research also revealed that certain disruptive innovations do not influence the value proposition. This can also be explained by the fit between value map and customer profile.