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Creating customer value is a managerial priority. The role of executives is to choose what type(s) of customer value to propose to customers in the form of a customer value proposition (CVP). The decision is a complex one, because executives have to compare and weigh concrete, measurable elements alongside abstract, subjective ones. The purpose of this paper is to identify themes relating to the use of the pairwise comparison method (PCM) as a tool for prioritizing customer value dimensions from the perspective of retail executives. As a result, this paper first highlights examples of PCM outputs, and second, identifies four themes that capture executive views of the PCM.

Uncovering Executive Prioritization: Evaluating Customer Value Propositions with the Pairwise Comparison Method