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The customer value proposition: evolution, development, and application in marketing

Author

Listed:
  • Adrian Payne

    (University of New South Wales, UNSW)

  • Pennie Frow

    (University of Sydney Business School, University of Sydney)

  • Andreas Eggert

    (University of Paderborn)

Abstract

The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.

Suggested Citation

  • Adrian Payne & Pennie Frow & Andreas Eggert, 2017. "The customer value proposition: evolution, development, and application in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 467-489, July.
    • Handle: RePEc:spr:joamsc:v:45:y:2017:i:4:d:10.1007_s11747-017-0523-z
    DOI: 10.1007/s11747-017-0523-z
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    References listed on IDEAS

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