Résumé:
The thesis consolidates two concepts xhich captur firms interests ,competitive strategiy and custumer value .the former concept has proliferated to become inevetable in all industries and the latter concept has become the pivotal determinant of success . Aclear compettitive strategyy result a strategic positioning that leads to gain a competitive advantage , which is the premier task of each business unit customer value on other hand , can be delivered through several means , each mean differs in the magnitude of the delivered value .however the thesis embodies customer value from strategic positioning stand -point both ,descriptive and inferential statistics were included in the research besides extra information provided by henkel to wether accept or reject the proposed hypothes .in order to achieve its objectives ,the research incorporates several analyses inclding multidimensional scaling preference scaling.
