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Investigating customer value in global business markets: Commentary essay

Author

Listed:
  • Wolfgang Ulaga

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Abstract

This commentary reflects on Blocker's cross-cultural investigation of relationship value in business markets, published in this issue, and identifies several research avenues. From a theoretical point of view, researchers should develop and test hypotheses grounded in both conceptual frameworks and extant literature to expand knowledge of how national cultures-as well as other country-specific variables-affect customer value perceptions in business markets. From a methodological point of view, ongoing research should establish cross-cultural measurement equivalence on the basis of procedures specifically designed to support formative customer value models. Finally, this commentary highlights several key insights related to models of customer value in international business markets.

Suggested Citation

  • Wolfgang Ulaga, 2011. "Investigating customer value in global business markets: Commentary essay," Post-Print hal-00596975, HAL.
    • Handle: RePEc:hal:journl:hal-00596975
    DOI: 10.1016/j.jbusres.2011.04.005
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    Citations

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    Cited by:

    1. Kolesnik, N.A., 2014. "Types And Sources Of Value Creation Within The Context Of Company Management," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    2. Meysam MALEKI & Virgilio CRUZ MACHADO, 2013. "Generic Integration of Lean, Agile, Resilient, and Green Practices in Automotive Supply Chain," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(2), pages 237-248, May.
    3. Srivastava, Saurabh & Singh, Shiwangi & Dhir, Sanjay, 2020. "Culture and International business research: A review and research agenda," International Business Review, Elsevier, vol. 29(4).
    4. Skarmeas, Dionysis & Saridakis, Charalampos & Leonidou, Constantinos N., 2018. "Examining relationship value in cross-border business relationships: A comparison between correlational and configurational approaches," Journal of Business Research, Elsevier, vol. 89(C), pages 280-286.
    5. Rémi Mencarelli & Arnaud Riviere, 2015. "Perceived value in B2B and B2C: A comparative approach and cross-fertilization," Post-Print halshs-01157807, HAL.

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