Komulainen, Hanna; Mainela, Tuija; Tähtinen, Jaana - In: jbm - Journal of Business Market Management 6 (2013) 1, pp. 1-21
Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of potential value that is...