Woodside, Arch G.; Golfetto, Francesca; Gibbert, Michael - In: Creating and managing superior customer value, (pp. 3-25). 2008
This first paper examines total benefits and total costs of product–service designs as antecedents to customer value assessment. It introduces the reader to all the papers in this volume. The first half of the paper offers a model of customer value assessment. This section describes research...