A Study on the Applicability of CVP-PMF Integration Framework : Focusing on the Cases of Netflix and Blockbuster

In today’s highly competitive business environment, integrating Customer Value Proposition (CVP) and Product-Market Fit (PMF) is critical for sustainable success. This research aims to develop a comprehensive framework that integrates CVP and PMF, offering a structured approach for companies to effectively align their products with market needs. The study begins with an in-depth examination of the theoretical foundations of CVP and PMF, followed by the introduction of an CVP-PMF integration framework. To validate its applicability, the framework is applied to analyze the contrasting cases of Netflix's success and Blockbuster's failure within the same industry, highlighting the framework’s practical insights. This integrative model not only supports startups in embedding strategic consistency from the outset of product development but also provides established companies with a tool for continual adaptation to change customer preferences and competitive landscapes. The conclusion synthesizes findings, discusses study limitations, and suggests future researches for this CVP-PMF integration framework. By promoting a holistic approach to CVP-PMF integration, this study contributes to existing knowledge and aims to offer valuable insights for a startup striving to enhance both market position and customer satisfaction through effective CVP-PMF alignment.