Morais, Ricardo AlexandreBrito, Carlos Aguiar Teixeira de2017-03-062017-03-062016-10-312016http://hdl.handle.net/10400.14/21613The purposes of this Master’s Degree Final Assignment are as follows: (1) Assess the relationship between customer segmentation and value propositions; (2) Review previous research on both concepts; (3) Present empirical evidence based on a curricular internship at the firm Konsulting Group International (KG International); (4) Propose a framework based on the comparison of the theory and the case. The goal is to explore the importance that Customer Segmentation has on Value Propositions. It later identifies aspects as the need for rethinking, adapting and redesigning customer segmentation and value propositions, especially in the company’s early years. The case is particularly illustrative of Value Propositions in the context of consulting services.engCustomer segmentationValue propositionCase studyConsulting servicesKG Internationalmaster thesis201464217