Title: Measuring customer value and market dynamics for new products of a firm: an analytical construct for gaining competitive advantage

Authors: Rajagopal

Addresses: Professor of Marketing, Business Division, Monterrey Institute of Technology and Higher Education, ITESM, Mexico City Campus, 222, Calle del Puente, Ejidos de Huipulco, Tlalpan, 14380 DF, Mexico

Abstract: There have not been many contributions emerging in the past addressing the measurement of the customer value as an intangible asset of the firm, though substantial literature is available discussing the customer relations and loyalty building perspectives. This paper attempts to critically examine the available literature on the subject, discuss a model that provides a framework for analysing the associated with customer value and to identify potential research areas. A basic premise of the paper is to argue that the firms should focus on maximising total customer value and customer satisfaction which are interdependent in the decision-making process. The framework of the construct is based on a model, which integrates all aspects so as to maximise the potential of the organisation and all its subsystems to create and sustain satisfied customers. The paper also discusses the customer value gaps in the process of marketing new products.

Keywords: aggregate returns; customer value measurement; market coverage; market penetration; model construct; estimation; profitability; new product management; market dynamics; competitive advantage; intangible assets; customer satisfaction; decison making; new product marketing.

DOI: 10.1504/GBER.2006.010133

Global Business and Economics Review, 2006 Vol.8 No.3/4, pp.187 - 205

Published online: 22 Jun 2006 *

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