TY - CHAP AB - This first paper examines total benefits and total costs of product–service designs as antecedents to customer value assessment. It introduces the reader to all the papers in this volume. The first half of the paper offers a model of customer value assessment. This section describes research studies in industrial marketing contexts that illustrate the core propositions in the model. The second half of the paper provides brief introductions to the papers in this volume; these papers offer further evidence supporting the view that discontinuous innovations offer superior customer value but customers tend to eventually become increasingly comfortable with the status quo and move away from adopting superior proven technologies. This paper advocates being mindful of the marketplace dynamics affecting value. The volume serves to increase knowledge and understanding of the dynamic forces affecting changes in customer value. VL - 14 SN - 978-1-84855-173-2, 978-1-84855-172-5/1069-0964 DO - 10.1016/S1069-0964(08)14001-7 UR - https://doi.org/10.1016/S1069-0964(08)14001-7 AU - Woodside Arch G. AU - Golfetto Francesca AU - Gibbert Michael ED - Arch G. Woodside ED - Francesca Golfetto ED - Michael Gibbert PY - 2008 Y1 - 2008/01/01 TI - Customer value: theory, research, and practice T2 - Creating and managing superior customer value T3 - Advances in Business Marketing and Purchasing PB - Emerald Group Publishing Limited SP - 3 EP - 25 Y2 - 2024/03/29 ER -