Main Article Content
Abstract
This paper surest a framework to identifiy competitive customer value proposition (CVPs) with four key dimensions of customer value in theJlrst step i.e. economic, functional, emotion and symbolic. A customer value proposition (CVPs) is developed on the basis of the these value dimensions, and evaluated for retail
competitive advantage. Customer value and its CPVs have a key strategic role in organization to pursuit competitive advantage.
Keywords
Customers
Competitive advantage
Product positioning
and Retailing