Overview
Customer value contributes significantly to the business performance of a company. Most companies today focus on creating value in collaboration with customers within the synchronized socio-business ecosystems. The design-to-value philosophy is streamlined with the design-to-society and design-to-market concepts. In the strategy pyramid of the firm, society and business constitute the foundation elements, while the value is projected on the top of the pyramid. This chapter discusses comprehensively the attributes toward understanding customers to lay the foundation for design-to-value marketing modeling. The arguments supporting the design-to-value models are discussed in the context of cognitive values, psychological ...
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