Competitive advantage is a seemingly ubiquitous concept in business research. Its association with extraordinary firm performance results in interest from managerial audiences as well as from economists, who hope to explain extraordinary value creation and appropriation. These two groups hold...

1. What is Customer Engagement ? -- 2. CE Context -- 3. Customer Experience (CX) and Customer Journey -- 4. The Case for CE Capability -- 5. Customer Journey Management -- 6. Customer Relationship Management (CRM) -- 7. Customer Communications -- 8. Analytics and Insight -- 9. CE Capability...

Purpose – This paper aims to propose a new theoretical model based on the AAR framework (actor bonds, activity links and resource ties) to examine the effects of the identified buyer‐supplier relationship elements on four indicators of relative competitive advantage for the buyer firm....