... introduces a tentative framework for practitioners to identify and deploy the potential of the mental models that guide executive decision-making. Originality/value The study extends prior research on mental models by combining this approach with inside-out and outside-in orientations and customer value...

... implications for empirical research and practice. Practical implications Awareness of the mechanism of the customer value formation process provides companies with new insight on the service strategy, service design and new service innovations. Originality/value The paper contributes by extending...