As shoppers, what factors influence our decision to purchase an object or service? Why do we chose one product over another? How do we attribute value as part o

Social values are central to people’s lives, guiding behaviors, and judgments, and defining who we are. This book advances understanding of consumer social va

Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-b

Consumer markets for foods and beverages in developed countries are well supplied and highly fragmented. Yet, the question being asked is how close retailers ac

Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why