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1、GainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingco
2、mpetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementGainingcompetitive
3、advantagethroughcustomervalueorientedmanagementGainingcompetitiveadvantagethroughcustomervalueorientedmanagementAnexecutivesummaryformanagersGainingcompetitiveadvantageandexecutivereaderscanbefoundatthethroughcustomervalueorientedendofthisarticlemanagementFrankHuberAss
4、istantProfessorofMarketing,DepartmentofMarketing,UniversityofMainz,Mainz,GermanyAndreasHerrmannProfessorofMarketing,DepartmentofMarketing,UniversityofMainz,Mainz,GermanyRobertE.MorganChairandProfessorofMarketingandStrategicManagement,SchoolofManagementandBusiness,Unive
5、rsityofWales,Aberystwyth,Wales,UKKeywordsConsumerbehaviour,Perception,Productattributes,Value,CompetitiveadvantageAbstractWithinthecustomervalueliteraturethereisalacunaoftheoreticalframeworksandmodelsthatunderlieconsumers'overallproductvaluation.Thispaperaddresses
6、thislimitationandpresentsamodelintegratingconsumervalues,productbenefits,andvariouscostsofconsumption.Intheproposedmodel,benefitsandcostsaredefinedintermsofconsumers'perceptionsintheactivitiesofacquisition,consumption,andmaintenance,aswellasconsumers'expectat
7、ionofvaluesatisfactionbeforebuying.IntroductionEffectivestrategyDevelopinganeffectivestrategyrequiresthatexecutivesandcorporateleadershavethestrategicinsightandcomprehensiveunderstandingoftheproduct-marketdomain(s)theyoperatewithin.Thisunderstandingmustbesourcednottoth
8、efirm'sown(internallyderived)perspectivebutratherfromthatofitscustomers.Recall,forexample,thatXeroxviewsitselfas
