25. Relevant Researches Related to the Relationship Author Theory Kim and Mauborgne , 1999 Combined the customer value with technology innovation with the term “value innovation Kandampully Innovation is considered a core competency for creating services that offer superior value to the customers Mavondo and Farrell, 2003; Mavondo et al., 2005 Innovation is important for market effectiveness and subsequently for financial performance Wind , 2005 Innovation is a strategy to create, deliver, sustain, and continuously enhance value; Competitive advantage in the future will come from discovering new ways to meet a customer's desired value Narver et al , 2004 Organizational capabilities enable organizations to deliver superior customer value consistently.
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27. SUMMARY DIAGRAM Encourage new form of Innovation Enhanced Capabilities Customer Value Competitive Advantage Capabilities Innovation Influenced by Internal /External Change Give impact to Internal /External Change
28. Diagram of the Components Leading to Competitive Advantage & Strategic Competitiveness