The customer value proposition: evolution, development, and application in marketing

Adrian Payne (), Pennie Frow () and Andreas Eggert ()
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Adrian Payne: University of New South Wales, UNSW
Pennie Frow: University of Sydney Business School, University of Sydney
Andreas Eggert: University of Paderborn

Journal of the Academy of Marketing Science, 2017, vol. 45, issue 4, No 5, 467-489

Abstract: 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.

Keywords: Value proposition; Value; Marketing strategy (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (54)

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DOI: 10.1007/s11747-017-0523-z

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