Customer Perspective

Gerhard Speckbacher ()
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Gerhard Speckbacher: WU Vienna University of Business and Economics

Chapter 5 in Creating Shared Value, 2026, pp 131-145 from Springer

Abstract: Abstract The customer perspective addresses the question of how companies can create customer value through innovation, and what constitutes customers’ subjective value perceptions. Key focal points include the marketing of digital goods and the possibilities of digital marketing—such as influencer marketing, social shopping, and affiliate marketing—as well as the collection and analysis of data related to the customer journey. This chapter also examines the role of marketing in leveraging new value-creation opportunities that arise from socially and environmentally oriented customer needs.

Date: 2026
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DOI: 10.1007/978-3-658-51116-6_5

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