Building a competitive position requires taking a number of different actions. One of these actions may be to focus on the values offered to customers. Customer value is usually something that solves a problem for the consumer (recipient), prevents frustration, as well as prevents any sense of discomfort. The basis for the creation and management of customer value is the construction of a set of diverse values for customers, aiming to satisfy their needs, and what more – to solve their problem. Each company must create its own map of values for its chosen clients that can provide the company with a competitive advantage. The aim of this discussion is an attempt to present an approach to long-term development of a company, based on the strategic dimensions of providing value for customers. A strategic approach may be an important element of achieving competitive advantage.
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