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| Author: | Butz, H. Jr. Goodstein, L. |
| Title: | Measuring customer value: gaining the strategic advantage |
| Journal: | Organizational Dynamics
1996 : WINTER, VOL. 23:3, p. 63-77 |
| Index terms: | CUSTOMERS MEASUREMENT STRATEGY |
| Language: | eng |
| Abstract: | Faced with challenges from every side and few proven paths to success, CEOs and senior management teams are searching for a sustainable strategic advantage. This article presents a new approach to developing winning strategies based on a structured process for gauging customer values. customers make selection decisions based on their own values. By understanding those values and how they influence buy decisions, a provider of goods or services can develop a strategy that provides a distinctive and sustainable competitive advantage - an emotional bond between itself and that customer. |
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