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Customer Perspective

In: Creating Shared Value

Author

Listed:
  • Gerhard Speckbacher

    (WU Vienna University of Business and Economics)

Abstract

The customer perspective addresses the question of how companies can create customer value through innovation, and what constitutes customers’ subjective value perceptions. Key focal points include the marketing of digital goods and the possibilities of digital marketing—such as influencer marketing, social shopping, and affiliate marketing—as well as the collection and analysis of data related to the customer journey. This chapter also examines the role of marketing in leveraging new value-creation opportunities that arise from socially and environmentally oriented customer needs.

Suggested Citation

  • Gerhard Speckbacher, 2026. "Customer Perspective," Future of Business and Finance, in: Creating Shared Value, chapter 5, pages 131-145, Springer.
    • Handle: RePEc:spr:fuobcp:978-3-658-51116-6_5
    DOI: 10.1007/978-3-658-51116-6_5
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