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The customer value proposition: evolution, development, and application in marketing

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Abstract

The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.

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Authors and Affiliations

  1. School of Marketing, UNSW Business School, University of New South Wales, UNSW, Sydney, 2052, Australia

    Adrian Payne

  2. Discipline of Marketing, University of Sydney Business School, University of Sydney, Sydney, 2006, Australia

    Pennie Frow

  3. Marketing Department, University of Paderborn, 33098, Paderborn, Germany

    Andreas Eggert

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  1. Adrian Payne
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  2. Pennie Frow
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  3. Andreas Eggert
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Correspondence to Pennie Frow.

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Mark Houston served as Area Editor for this article.

Appendices

Appendix 1

Fig. 2
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Academic publications that mention value propositions in their abstracts. Source: EBSCO business source complete database

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Appendix 2

Table 5 Distinguishing the customer value proposition from related concepts
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Appendix 3

Table 6 Illustrative definitions and descriptions of the customer value proposition
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Payne, A., Frow, P. & Eggert, A. The customer value proposition: evolution, development, and application in marketing. J. of the Acad. Mark. Sci. 45, 467–489 (2017). https://doi.org/10.1007/s11747-017-0523-z

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