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. Similarly, we can obtain clothing from a department store such as Macy’s, a clothing only store such as Aeropostale, or a designer firm such as Gucci.

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?