ABSTRACT
According to Fortune magazine, Apple, Google, Berkshire Hathaway, Southwest Airlines, Procter & Gamble, Coca-Cola, Amazon.com, FedEx, Microsoft, and McDonald’s are the ten most admired companies in the world. Stellar corporate reputations are based on nine criteria: innovation, people management, use of assets, social responsibility, management quality, financial soundness, long-term investment, product quality, and global competitiveness.1 Such criteria are evidenced by companies that practice customer-value (CV) thinking. Designing and delivering superior customer value propels organizations to market leadership positions in today’s highly competitive global markets.
