Purpose: The last two decades have seen a surge of interest in the concept of value in business markets. Furthermore, extant literature suggests that value capture can be conceptualized as the return on the firm's customer assets. However, the existing customer asset management literature has a...

Market shaping is a powerful strategy that unleashes value gains from greater market size, efficiency and profitability. This book, written by experts in the field, presents a universal, teachable, and actionable framework for understanding and shapingmarkets.

Purpose – The aim of this chapter is to investigate how a focal market actor may design or redesign business models for improved value co-creation. Findings – We posit that value is co-created in use as actors integrate resources in practices, which makes practices a fundamental unit of...