strategies adopted by firms in business markets: Emergent value sales strategy; Life-cycle value management strategy; and … Dedicated value specialist strategy. These strategies highlight different ways of managing and coordinating organizational units … need to select an appropriate strategy for customer value assessment depending on market and offering characteristics, and …

model, reflecting a customer centric strategy. Research limitations/implications – Given that the migratory model appears …

customer value assessment strategies adopted by firms in business markets: Emergent value sales strategy; Life-cycle value … management strategy; and Dedicated value specialist strategy. These strategies highlight different ways of managing and … implications – Managers need to select an appropriate strategy for customer value assessment depending on market and offering …