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Understanding and managing customer value propositions: Introduction to the special issue
شناخت و مدیریت گزاره های ارزش مشتری: آشنایی با شماره ویژه-2020 Customer value propositions have experienced a growing interest among marketing scholars and managers in
recent years. Despite its frequent mention in the business and academic press, the value proposition concept
remains poorly understood and executed. This article introduces the reader to the special issue of Industrial
Marketing Management on understanding and managing customer value propositions. The special issue combines
five original research articles with four commentaries by though‑leading scholars and practitioners that together
shed light on the origins and current use of the value proposition concept and also identify future research
directions for improving our conceptual understanding and practical use of this pivotal concept in business
markets. Keywords: Customer value proposition | Indigenous construct | Special issue |
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