《Gainingcompetitiveadvantagethroughcustomervalueorientedmanagement》由会员分享，可在线阅读，更多相关《Gainingcompetitiveadvantagethroughcustomervalueorientedmanagement（21页珍藏版）》请在金锄头文库上搜索。
1、Gaining competitive advantage through customer value oriented managementAnexecutivesummaryformanagersGainingcompetitiveadvantageandexecutivereaderscanbefoundatthethroughcustomervalueorientedendofthisarticlemanagementFrankHuberAssistantProfessorofMarketing,DepartmentofMarketing,UniversityofMainz,Main
2、z,GermanyAndreasHerrmannProfessorofMarketing,DepartmentofMarketing,UniversityofMainz,Mainz,GermanyRobertE.MorganChairandProfessorofMarketingandStrategicManagement,SchoolofManagementandBusiness,UniversityofWales,Aberystwyth,Wales,UKKeywordsConsumerbehaviour,Perception,Productattributes,Value,Competit
3、iveadvantageAbstractWithinthecustomervalueliteraturethereisalacunaoftheoreticalframeworksandmodelsthatunderlieconsumers'overallproductvaluation.Thispaperaddressesthislimitationandpresentsamodelintegratingconsumervalues,productbenefits,andvariouscostsofconsumption.Intheproposedmodel,benefitsandc
4、ostsaredefinedintermsofconsumers'perceptionsintheactivitiesofacquisition,consumption,andmaintenance,aswellasconsumers'expectationofvaluesatisfactionbeforebuying.IntroductionEffectivestrategyDevelopinganeffectivestrategyrequiresthatexecutivesandcorporateleadershavethestrategicinsightandcomp
5、rehensiveunderstandingoftheproduct-marketdomain(s)theyoperatewithin.Thisunderstandingmustbesourcednottothefirm'sown(internallyderived)perspectivebutratherfromthatofitscustomers.Recall,forexample,thatXeroxviewsitselfasadocumentprocessing''company,whereasSchlumbergerprovidesinformation&
6、#039;'tothepetroleumindustry.Strategicdecisionsarealsomadeastothefuturedirectionofthecompanyandthemeansofincreasingthelevelofcustomerorientationexhibited.Moststrategistsagreethatcreatingcustomervalueisfundamentaltoincreasedcustomerorientation(SlaterandNarver,1998).Indeed,creatingsuperiorcustome
7、rvalueisanecessarypreconditionforsecuringanicheinacompetitiveenvironment,nottomentionaleadershippositioninthemarket(Day,1990).AccordingtoPorter(1980),acompanycanfollowtwogenericroutestocompeteinamarket:differentiationorlow-cost.Day(1990,p.163)arguesthatbothapproachesmaintainthesameobjective,tocreate
8、superiorcustomervalue,because:Regardlessofwhichoftheseroutesisemphasized,theeffortwillfailunlesssignificantcustomervalueiscreated.Day(1990,p.1492)proposesthattheconceptofcustomervaluecanbeexpressedintheformofanequation:theperceivedcustomervalue''representsinthisequationthedifferencebetween
9、customer'sperceivedbenefits''andcustomer'sperceivedcosts''.AlthoughDay's(1990)interpretationofcustomervalueisintuitivelysound,somedetailsregardingTheresearchregisterforthisjournalisavailableat/.mcbup4/research_registersThecurrentissueandfulltextarchiveofthisjournal
10、isavailableat/.emerald-library/ftJOURNALOFCONSUMERMARKETING,VOL.18NO.12001,pp.41-53,#MCBUNIVERSITYPRESS,0736-376141consumersremainunclear.Forexample,theprocessbywhichconsumersperceiveproductbenefitsisnebulous:Day(1990)particularlyaddressesproductvaluationbyindustrialconsumersindetail,butthisisonlyin
11、principleapartofamuchmorecomplexprocessofproductvaluationbyconsumers.However,atheoreticalframework,whichunderliestheconsumers'overallproductvaluation,isabsentfromtheliterature.Suchaframeworkshouldaddresstheissuesofhowconsumersperceivethebenefitsandcostsofproducts(evaluationprocess),aswellaswhat
12、possiblebenefitsandcostsconsumersmayperceivefromproductsinthemarket(valuedrivers).Thecurrentpaperattemptstoreconcilethesegaps.Followingpresentationoftheprocessofproductvaluationforconsumers,thepapercontinueswithacomprehensivemodelofcustomervaluemanagementfortheconsumermarketintegratingconsumervalues
13、,productbenefits,andvariouscostsofconsumption.Intheproposedmodelbenefitsandcostsaredefinedintermsofconsumers'perceptionsintheactivitiesofacquisition,consumption(orusing),andmaintenance,aswellasconsumers'expectationofpersonalvaluessatisfactionbeforebuying.Furthermorethiscontributionhelpsman
14、agersofferingatoolboxtobringthemodelintouse''.Finally,theimplicationsofconsumptionbehavioranalysisforademandorientedcustomervaluemanagementarediscussed.AmodelofcustomervalueforconsumermarketsDescribingcustomervaluefromanormativeperspectiveValue''Theconceptofvalue''hasbe
15、enappliedtomanysettingsinthemanagement,strategy,finance,informationsystems,andmarketingliteratures(WikstromandNormann,1994).Althoughrepletewithincontemporaryresearchandpracticeinthesedisciplines,thevalueconceptismultifacetedandcomplicatedbynumerousinterpretations,biases,andemphases.Forinstance,thede
16、rivationsofvariousvaluedimensionshavebeenevidentfromthepointofviewofstrategicvalue''(Katz,1993),value''asequaltorevenueminuspurchases(Strassmann,1990),theeconomiccontributionthatvalue''makestoprofitmaximization(BankerandKauffman,1991),value''asmanifestincontinuousqualityimprovementinitiatives(RichardsonandGartner,1999),intrinsicvalue''createdthroughscientificapproachestoorganization(Meredithetal.,1994)a
