... and places the articles in context. Findings Value innovation directly correlates to the creation of new market spaces, and prioritizing customer value and adaptability will generate a competitive advantage to create a unique, valuable and cost-effective firm. Originality/value The briefing saves...

... be offering a product at a competitive price, while charging premium rates for providing, such as parts and services; price bundling. In this case, customers receive a deal for buying different goods together in a package; and customer value pricing. The same offerings might be priced differently...