Under pressure to keep costs down, customers may only look at price and not listen to your sales pitch. Help them understand and believe in the superior value of your offerings.

According to Holbrook (1994), value has always been the fundamental basis for all marketing activity. In business and industrial marketing, the understanding of customer value is considered as a key competitive advantage (e.g. Slater, 1997; Woodruff, 1997; Ulaga & Eggert, 2006) and thus, value has been investigated from many different angles.

We contend that customer value propositions, properly constructed and delivered, make a significant contribution to business strategy and performance.