Thales Teixeira (Author & Associate Professor, Harvard Business School)
Thales Teixeira provides an explanation of the stages involved in his customer value chain. According to Teixeira, companies can offer new products or services or improvements in the three areas of the value chain including value creation, value charging, and value eroding. This covers the creation of the product or service, its use, and its removal. He provides examples of companies that have found a way to improve on existing company offerings.