The concept of customer value is becoming increasingly used in strategy and marketing literature in recent years. Customer value is considered central to competitive advantage and long‐term success of business organizations. Consequently, a great importance attached to this concept. This paper...

Purpose – There is vast literature and widely different views on strategy. This necessitates an organizing framework that smoothly integrates and places different conceptualizations of strategy in the proper perspective. The purpose of this paper is to clear possible confusion about the...