CREATING VALUE FOR CUSTOMERSEVALUATING CUSTOMER VALUE CREATIONTHE IMPORTANCE OF COMPETITIVE ADVANTAGEDIFFERENT WAYS TO EVALUATE ADVANTAGEEVALUATING COST AND CUSTOMER VALUE ADVANTAGEEVALUATING POSITIONAL SOURCES OF ADVANTAGEEVALUATING CAPABILITIESARE WE WINNING?THE VALUE CHAINDEFINING THE MISSION AND OBJECTIVESSTAKEHOLDER ANALYSISSUMMARISING THE OVERALL SITUATIONA REALITY CHECK: WHAT IS ACTUAL PERFORMANCE?