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Abstract Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of ‘customer journey value’ (CJV), defined as the perceived value of a customer’s journey to the [...]

Most companies talk of their strategic objective as "increase value for its shareholders". Most CEOs harbour belief that shareholders are the owners of the company and hence the company is beholden to their shareholders. It is commonly uttered in most management forums that Business exists to make healthy returns [...]