Introduction: The Customer Value Creation Strategy

The three chapters in this section shed light on the different problems managers need to solve when they develop and implement their organisation’s customer value creation strategies. More to the point, they demonstrate that customer value cannot be created successfully, including systematically over time unless the organisation’s customer value creation internal and external contexts are understood. Accordingly, the three chapters each in their own way, illustrate why it is important for managers to create and deliver value to customers by proactively and constructively learning about the context by which all customer-related decisions should be made and implemented.