In the process of creating value, we often successfully combine our learnings from multiple theories and concepts. As an example of this, consider two different approaches to understanding how customers regard value: firstly, Smith and Colgates value creation framework; and secondly, Osterwalder and Pigneurs Value Proposition Canvas (VPC). Using actual company and industry examples we have discussed in class, discuss how combining key concepts of these two approaches can be effective in developing competitive offerings. In your answer, make sure that you focus on a specific customer segment.