Which option best applies the concept of capturing value (appropriability, bargaining power) to the given situation?

The question asks which option best applies the concept of capturing value (appropriability, bargaining power) to the given situation. Capturing value involves strategically positioning a company to retain the economic benefits it creates (appropriability) and influencing transaction terms with stakeholders (bargaining power).

• a) Adopting competitor approaches without analysis ignores the unique context and specific goals of the fintech start-up, which is crucial for effective value capture.
• b) Relying solely on intuition for a critical decision about profitability and social impact is not a strategic approach to value capture. It lacks the analytical rigor needed to assess appropriability and bargaining power.
• c) This option directly states the application of "capturing value (appropriability, bargaining power)" and emphasizes doing so "appropriately to meet objectives while considering the organisation's context and long-term direction." This aligns perfectly with the scenario's requirement for an approach that fits the situation and long-term direction to improve profitability and social impact.

Therefore, option c is the best choice.

The final answer is $\boxed{\text{c}}$