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2013 | 6 | nr 12 | 107--113
Tytuł artykułu

Customer value creation : theory and practice : review of the book edited by Barbara Dobiegała-Korona and Piotr Masiukiewicz Warsaw School of Economics Press, Warsaw 2012

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The aim of every enterprise is to create for its customers superior value than do its competitors. However, it is not easy for managers and therefore still remains a challenging task in business. Customer value creation came to be the basic objective that firms must strive for. The creation of customer value has been recognized as the fundamental basis for all marketing activity. It is the firm's ability to offer a greater relative value, related to a product's price and quality, than other competitive firms. What is more, it should be considered as a global approach to consumption, market segmentation and customers that influence both managerial decisions and behavioural responses from the market. It has been suggested as the leading key to success via differential positioning and a precursor to customer satisfaction and long-term loyalty. Today, managing customer value requires not only the sales strategies and process management, but also innovation management, knowledge management, projects management, flexibility of operation and confidence. Inextricably, it is connected with using the most efficient value creation strategies, illustrating a company's brand and its better positioning, quickly identifying opportunities for new value creation propositions, and suggesting enhancements to the value propositions of existing products. Despite having known this, customer value creation, as a dynamic, central marketing concept, is still underrated in many organisations. (fragment of text)
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  • Szkoła Główna Handlowa w Warszawie
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