The quest for the meaning of value
“It is only with the heart that one can see rightly; what is essential is invisible to the eye.” – The fox for Saint-Exupery
The meaning of value in marketing
Value, a central concept with multiple interpretations
“Value research remains “an area of continuing ambiguity … with no clear theoretical anchor”” – Woodall, 2003
Among all economic and management constructs considered for decades, one of them holds a central position: value. Value creation and delivery for customers, shareholders, employees, and the multiple stakeholders of the organization is the “mainspring” of companies and their main instrument of success.
However, value notion lacks clarity. It overlays multiple meanings which make the development of a synthetic and coherent speech on the matter difficult.
Nevertheless, the complexity of the value concept is actually a real toolbox for managers.
Through a review of the French and English literature on value in marketing and management, the following articles humbly attempts to design its frame. It proposes:
- To trace the history a value in human and social sciences and in marketing.
- To identify the value approach from the managerial and the client point of vieuw.
- … (to be continued)
Enjoy your reading!