The purpose of this thesis is to describe and analyze how the mining equipment producers on a global market manage to handle the changing conditions concerning customer value. Our approach has been a comparative analysis between two different sites in order to answer the purpose. The case studies at Metso Mining have been made through interviews and visits at two geographical markets, South America and Scandinavia. The theoretical framework applied on our empirical findings is based on Blue Ocean Strategy, Customer Value and Resourced Based View. The empirical foundation is based on interviews with Metso Mining employees at Sorocaba in Brazil and Kiruna/Gällivare, Trelleborg and Staffanstorp in Sweden. Customer empiric has been gathered through a questionnaire in Brazil and through interviews in Sweden. The primary activities that serves to understand what brings customer value are to build a high degree of interaction by having offices near the sites. This enables to conduct sufficient service support, create personal relations with customer, update what are offered to the customer and how the price is set towards competitor’s price. Aspects to measure in order to stay updated are delivery performance and conducted service assignments with own staff.