...Stephan Liozu and Andreas Hinterhuber; Joona Keränen; Anne Jalkala Purpose – The strategies to assess potential and realized customer value have received surprisingly little attention in management literature. The purpose of this paper is to examine potential customer value assessment strategies...

... relationship management). It seeks to analyze the potential interaction between them that would lead to the creation of superior customer value. Design/methodology/approach The research question is: “If the customer demands superior value, how should a firm combine its existing capabilities in order...