Customer Value Chains

More and more, firms work closely together with their customers in the value creation process. This website combines academic insights from research at Erasmus University Rotterdam with examples of research and business practices worldwide to analyze such customer value chains. The theory, analyses, and examples are relevant to researchers and students interested in business models and strategies such as multi-channel marketing, co-creation, user-generated content, mass-customization, personalization, and viral marketing. Managers who wish to integrate customers in their business strategy may find useful new ideas, examples, and methods.

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