de Chernatony, Leslie; Harris, Fiona and Dall'Olmo Riley, Francesca
Added value: Its nature, roles and sustainability.
European Journal of Marketing, 34(1/2)
Much has been written about the strategic importance of added value as a means for achieving competitive advantage, but little attention has been paid to the meaning of the term “added value”. For the concept to realise its purported advantages, a better understanding of added value is crucial. To gain greater insight into the concept we undertook depth interviews with 20 leading-edge brand experts to explore their views about the nature, roles and sustainability of added value. We conclude that added value is a multidimensional construct, playing diverse roles, and interpreted in different ways by different people. The more sustainable added values are the emotional values.
||2000 MCB University Press
||brands; Value analysis; Consumer attitudes; Pricing; perception
||Open University Business School
||22 Mar 2011 13:33
||08 Jun 2011 11:10
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