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The Rbv And Value Creation: A Managerial Perspective, Angelina Zubac, Graham Hubbard, Lester Johnson
The Rbv And Value Creation: A Managerial Perspective, Angelina Zubac, Graham Hubbard, Lester Johnson
Lester Johnson
Purpose: The paper aims to explain why the customer value construct is important to resource-based view (RBV) scholars and how one might define it to study it. Design/methodology/approach: By a summary of the ideas behind the RBV and previously applied definitions of customer value, the paper explains why Woodruff's multidimensional definition of customer value is suited to studying customer value from a managerial perspective. To this end, it develops a framework and derives three research questions for studying how managers use the firm's resources to creat customer value. Findings: It was found that to understand how managers invest in dynamic …