THE EVOLUTION OF THE CUSTOMER VALUE CONCEPT AND ITS ROLE IN THE COMPETITIVENESS OF A B2B COMPANY

This article examines how the understanding of customer value has changed over time – from classical economic approaches to modern digital and ecosystem approaches. It examines the key differences between B2B and B2C, including aspects such as decision-making and value perception. It also examines the role of digital technologies and artificial intelligence in creating value for the B2B market. It also raises another important topic – why traditional models no longer always work in a rapidly changing world, where customer value is created jointly and depends on many factors, especially in the context of network interaction. Based on the analysis, it suggests areas for further research aimed at developing integrated methods for assessing and managing value in the context of modern realities.