Value proposition in same industry (LO1). Firms in the same industry offering the same end product may offer different value propositions. For instance, consumers can obtain an airline ticket directly...

Value proposition in same industry (LO1). Firms in the same industry offering the same end product may offer different value propositions. For instance, consumers can obtain an airline ticket directly from the airline, a travel agent, or a travel Web site.

Required:

a. Compare and contrast the value propositions offered by a travel site such as Expedia or Travelocity with that offered by a travel agent.

b. How does this insight translate to other services such as stock trading?