Explanation:

This model of value creation process is “firm-centric”. That is, conventional model of the value creation process is highly firm-centric, where the firm strongly believes in its competitive edge of ability to innovate. Such firms invest sizeable resources at its command (in research and development activities. It relies heavily on competitive edge of its ability to innovated).

By using this ability the firm designs a new product or product range or adds new attributes to the existing product or products. It implies that no competitor is having this attribute in his offer nor he has the product in his port-folio. By creating such a competitive edge or ability, the firm promotes aggressively the product or its attributes.