Using survey data from 800 managers across India, Singapore, Sweden, the United Kingdom, and the United States, this study advances the generalizability and strategic potential for understanding customer value perceptions in business markets. Value drivers reveal strong cross-national similarities which challenge recent studies and indicate potential for standardizing value propositions and crafting horizontal segments.
CITATION STYLE
Blocker, C. P., Flint, D. J., & Myers, M. B. (2015). Customer Value Perceptions in Global Business Markets: Exploring the Strategic Potential for Standardization. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 233). Springer Nature. https://doi.org/10.1007/978-3-319-10864-3_132
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