The focal study considers the variety in recent perspectives on value and value creation in service as a stimulant to explicate and organize differences to build toward integrative understanding. The purpose of the study is to provide a categorization of the perspectives on value and value...

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...

Purpose: The strategies to assess potential and realized customer value have received surprisingly little attention in management literature. The purpose of this paper is to examine potential customer value assessment strategies for business-to-business (B2B) firms and their special...