The customer value proposition: evolution,development, and application in marketing |
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| Authors: | Adrian Payne Pennie Frow Andreas Eggert |
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| Institution: | 1.School of Marketing, UNSW Business School,University of New South Wales, UNSW,Sydney,Australia;2.Discipline of Marketing,University of Sydney Business School, University of Sydney,Sydney,Australia;3.Marketing Department,University of Paderborn,Paderborn,Germany |
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| Abstract: | The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research. |
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