4. Managerial implications
Deriving implications for value analysis, value creation, and value delivery in business and industrial marketing requires reflection upon the state-of-the-art in terms of managerial practice. Fifteen years ago,Flint and Woodruff (1997) bemoaned the fact that they could offer little normative advice for managers seeking to understand how the concept of value and managerial perceptions of value were changing. They sought to respond to this lacuna by developing a customer value change theory and, in so doing, they presented a call for new research that could underlie managerial prescriptions of value change