Customers, Markets, and Five Archetypical Value Creation Logics: A Review of Demand-Side Research in Strategic Management
Jens Schmidt,
Richard Priem,
Paola Zanella
Abstract:Scholars have examined the role of customer preferences, and demand-side characteristics more generally, in varied core strategy areas like market entry and timing, diversification, positioning, resource reallocation, and firm adaptation, among many others. We review this diverse demand-side literature and develop an empirical classification that identifies five archetypical customer value-creation logics seen in the literature to date. To apply each of these logics, a firm must look downstream with the intent… Show more
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