The customer value construct is considered as one of the cornerstones of the marketing discipline. However, conceptualizations of customer value, and understandings of how it is created and evaluated, still need to be developed further. In this paper, the researcher proposes a new perspective for conceptualizing customer value in the context of business customers, and develops models of the customer’s value creation processes and evaluation criteria. The concepts and models are based on two complementary sets of knowledge: literature from multiple business disciplines, reflected against the researcher’s several years of work experience in leading B2B firms, both at national and global levels. From a theoretical perspective, the paper extends on prior research through introduction of a new perspective, and integration of previously fragmented knowledge on customer value. It may also help managers to understand how customers assess value, improve their practices of supporting the customer’s value creation processes, and assist them to develop superior customer value strategies.The customer value construct is considered as one of the cornerstones of the marketing discipline. However, conceptualizations of customer value, and understandings of how it is created and evaluated, still need to be developed further. In this paper, the researcher proposes a new perspective for conceptualizing customer value in the context of business customers, and develops models of the customer’s value creation processes and evaluation criteria. The concepts and models are based on two complementary sets of knowledge: literature from multiple business disciplines, reflected against the researcher’s several years of work experience in leading B2B firms, both at national and global levels. From a theoretical perspective, the paper extends on prior research through introduction of a new perspective, and integration of previously fragmented knowledge on customer value. It may also help managers to understand how customers assess value, improve their practices of supporting the customer’s value creation processes, and assist them to develop superior customer value strategies.