Involving customers to co-create value is an important strategy for businesses competing to satisfy personalized demands and to gain competitive advantages. However, the research in the area is still in an early stage. In a search for this new competitive strategy, the literature on value...

Customer value creation (CVC) in contemporary companies is a complex process. It embraces customer service, physical evidence, and image associated with the company. The image of a company is now partially created by corporate society-oriented activities. The process of CVC and corporate social...

Marketing combined with dynamic Supply Chain Management (SCM) provides greater flexibility to satisfy customer demand based on the needs of individual customers and their value to a firm. Marketing focuses on demand creation, while SCM on demand fulfillment. To be successful, the organizations...

Using co-pricing as a means for gaining deep customer insights offers much potential, ultimately expanding profitability and markets. Models of co-pricing could provide new basis for segmenting customers, based on their perceptions of value. Involvement in co-pricing decisions can also offer...

IT company business systems allow us to generate and store data about customers, use them for solving managerial tasks, decisions within CRM also detect the effectiveness and profitability of marketing and sales. Availability of individual customer data enables the creation of financial...

In recent years, customer value has become a major focus among strategy researchers and practitioners as an essential element of a firm's competitive strategy. Many firms have been interested in Customer Value Analysis (CVA) which involves a structural analysis of the antecedent factors of...