Plea in favor of taking into account consumer linking value propositions in the field of entrepreneurship
Certain successful enterprises launched during the last decade have given researchers, entrepreneurs, and business coaches food for thought. At the heart of their business model, there is an original value proposition that we call a “linking value proposition”. In this article, we argue that their ability to link consumers is the main explanation for the success of these enterprises and that this form of linkage is a “contact key” they propose to consumers that translates into team spirit, mutual aid, and community. We begin by discussing how a linking value proposition is conceived, cocreated, and captured. We then examine how placing linking value at the heart of the value proposition impacts all the actors involved.