Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
47OUT
Cv
Customer Value
Family
10. Service, Value, and Experience (IV · Customer and Brand Assets)
Era
Period 4: Orientation and Relationships, 1990s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
Woodruff defined customer value as a customer's perceived preference for and evaluation of product attributes, attribute performances, and consequences in use, organized in a means-end hierarchy, and proposed customer value determination as a source of competitive advantage.
Managerial Implications
Customers value products as means to consequences and goals in use, not for attributes themselves. Learn the hierarchy: what attributes customers want, what results those attributes produce in use, and what goals those results serve. Competitive advantage comes from delivering superior value at the consequence and goal levels, which requires talking with customers about their work and lives, not only about your product.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
