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This paper aims to investigate customer value when entering to new B2B-markets with an innovation. Expectations, evaluations and experiences are focused as dynamic antecedents of customer value. These antecedents are studied with qualitative interview-method and cross-analyzed with customer value determination process. The results provide empirical guidelines for strategic customer value creation and evidence of the opportunities and challenges faced before launch. However, contrary to expectations, the analysis indicated the diversity between provider experiences and potential targeted customer value.