Purpose – Practitioners argue that the way they treat their employees has an impact on firm success. However, they frequently do not equate this with relationship building. On the other hand, the academic relationship marketing literature does highlight internal relationships as having an...

Purpose – The paper aims to explain why the customer value construct is important to resource‐based view (RBV) scholars and how one might define it to study it. Design/methodology/approach – By a summary of the ideas behind the RBV and previously applied definitions of customer value, the...