| Title | Business Management orientated to the Customer Value as source of competitive advantage. Propose of an explicative model |
|---|---|
| ID_Doc | 66065 |
| Authors | Valenzuela, L; Torres, E |
| Title | Business Management orientated to the Customer Value as source of competitive advantage. Propose of an explicative model |
| Year | 2008 |
| Published | Estudios Gerenciales, 24.0, 109 |
| Abstract | The globalization and the high competitive environment, demand the companies to be orientated to the market and to manage its clients' portfolio as a strategic asset that could increase the profitability of the business and to achieve a competitive sustainable advantage in the time. The objective of this article is to contribute with a model based on the customer equity to help the companies to make better strategic marketing decisions. The formulated hypotheses have been contrasted through a structural model using reliable constructs that have been applied to the tourist sector, specifically, to travel agencies in Spain. The results reveal that there is a positive and significant relation between the customer value orientation ratio and better strategic marketing decisions. Finally, the study presents the conclusions and implications of these results in business management. |
| https://doi.org/10.1016/s0123-5923(08)70053-6 |
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