In a crowded marketplace, businesses must be able to define and then clearly articulate their product's value to stand out.

Jim Collins's revered method for establishing company core values might not suit all businesses, particularly when disconnected from customer value propositions. Here are my suggestions for ...

Porter, Michael E., Jorge Ramirez-Vallejo, and Alexandra Houghtalin. "CVS Health: Redefining the Value Proposition." Harvard Business School Case 717-436, November 2016. (Revised February 2017.) ...