Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation

Wolfgang Ulaga and Samir Chacour
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Wolfgang Ulaga: EDHEC - EDHEC Business School - UCL - Université catholique de Lille

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Abstract: Delivering superior value to customers is an ongoing concern of management in many business markets of today. Knowing where value resides from the standpoint of the customer has become critical for suppliers. In this article, the construct of customer-perceived value is first assessed through a literature review. Then a multiple-item measure of customer value is developed, and our approach is illustrated by the marketing strategy development project of a major chemical manufacturer in international markets. The article finally discusses how the customer value audit can be linked to marketing strategy development and provides guidelines for managerial actions.

Keywords: Customer-Perceived Value; Marketing Strategy Development and Implementation (search for similar items in EconPapers)
Date: 2001-08
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Citations: View citations in EconPapers (32)

Published in Industrial Marketing Management, 2001, Vol.30,n°6, pp.525-540. ⟨10.1016/S0019-8501(99)00122-4⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00485109

DOI: 10.1016/S0019-8501(99)00122-4

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