Investigating customer value in global business markets: Commentary essay

Wolfgang Ulaga
Additional contact information
Wolfgang Ulaga: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: This commentary reflects on Blocker's cross-cultural investigation of relationship value in business markets, published in this issue, and identifies several research avenues. From a theoretical point of view, researchers should develop and test hypotheses grounded in both conceptual frameworks and extant literature to expand knowledge of how national cultures-as well as other country-specific variables-affect customer value perceptions in business markets. From a methodological point of view, ongoing research should establish cross-cultural measurement equivalence on the basis of procedures specifically designed to support formative customer value models. Finally, this commentary highlights several key insights related to models of customer value in international business markets.

Keywords: Customer value; Relationship value; Formative and reflective value models; Cross-country measurement equivalence (search for similar items in EconPapers)
Date: 2011-08
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Published in Journal of Business Research, 2011, 64 (8), pp.928-930. ⟨10.1016/j.jbusres.2011.04.005⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00596975

DOI: 10.1016/j.jbusres.2011.04.005

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().