BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Strategies for Managing Customer Value in Startups in Conditions of High Market Dynamics
Tonieva K. V., Shvets A. D., Samus P. O.

Tonieva, Krystyna V., Shvets, Anastasiia D., and Samus, Pavlo O. (2025) “The Strategies for Managing Customer Value in Startups in Conditions of High Market Dynamics.” Business Inform 4:527–533.
https://doi.org/10.32983/2222-4459-2025-4-527-533

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

Download article (pdf) -

UDC 005.8:658.8

Abstract:
The article explores customer value management (CVM) strategies tailored for startups operating in conditions of high market dynamics and limited resources. The aim is to systematize effective approaches to maximizing customer lifetime value (CLV) to ensure sustainable growth for startups. The relevance arises from the need to shift from short-term attraction tactics to strategic management of relationships and the value of the customer base as a key asset of the startup. The research is based on the analysis and synthesis of scientific literature on CRM, CLV, startup marketing, and digital technologies. A systemic and comparative analysis of various CVM strategies (value-based segmentation, personalization, CXM, loyalty programs, and omnichannel strategies) and their applicability to startups has been used. The role of data analytics and agile approaches in implementing these strategies has been analyzed. Key CVM strategies adapted for startups have been identified: segmentation by CLV, personalization of offers, customer experience management, agile loyalty programs, integrated omnichannel interaction, and the use of analytics for decision-making. The importance of an integrated approach and continuous adaptation of strategies to market changes is underlined. Key performance indicators (CLV, CLV/CAC, Retention Rate, Churn Rate, NPS, CSAT) have been proposed for monitoring results. The article systematizes and adapts customer value management strategies to the specific conditions of startups, emphasizing the importance of a long-term perspective, flexibility, and the use of data. The practical value lies in providing startups with a structured overview of effective CVM strategies and KPIs to enhance competitiveness and ensure sustainable growth through a focus on customer value.

Keywords: startup, customer value, CLV, customer relationship management (CRM), marketing strategy, customer retention, customer loyalty, customer experience.

Fig.: 1. Tabl.: 2. Bibl.: 8.

Tonieva Krystyna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Logistics and Innovations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Shvets Anastasiia D. – Postgraduate Student, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Samus Pavlo O. – Postgraduate Student, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

Fader, P. (2012). Customer centricity: Focus on the right customers for strategic advantage. Wharton Digital Press.
Giri, R., & Mukamiya, R. (2024). A study on importance of market research in startup development and its growth. International Journal of Creative Research Thoughts, 12(4), Article IJCRT2404144. https://www.ijcrt.org/papers/IJCRT2404144.pdf
Kupczyk, T., Dewalska-Opitek, A., Witczak, O., Budzi?ski, M., & Kalita, D. (2024). Business model canvas application in start-up stage business developments – constraints and challenges. European Research Studies Journal, 27(4), 921–940. https://doi.org/10.35808/ersj/3611
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Wiley.
Pratama, D. P., & Putra, P. O. H. (2024). Exploring sustainable VR use cases for startup business models: A customized customer development approach. Sustainability, 16, Article 6254. https://doi.org/10.3390/su16146254
Sharma, S., Chinthamu, N., Praveen, R. V. S., Mutya, B., Manikonda, L., & Deshpande, G. P. (2024). Customer centricity approach to marketing: Unlocking business growth and success. Journal of Informatics Education and Research, 4(3), 3701–3716. https://jier.org/index.php/journal/article/view/1750/1469
Sheth, J. N. (2022). Post-pandemic marketing: When the peripheral becomes the core. Journal of Research in Interactive Marketing, 16(1), 37–44. https://doi.org/10.1108/JRIM-03-2021-0074

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster