Conceptual perspective of value for the client: a strategy for market expansion

• Autor(a) principal: da Silva, Luis Carlos Alves
• Data de Publicação: 2021
• Outros Autores: Silva, Maicon da
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Independent Journal of Management & Production
• Texto Completo: http://www.ijmp.jor.br/index.php/ijmp/article/view/1324
• topic: conceptual perspective of value; market expansion; value co-creation.

This article aims to analyze the conceptual perspective of value for the client as a strategy of market expansion. The research is the result of a literature review, followed by an exploratory analysis of the publications carried out in the last decade on the concept of value theme based on Woodruff's proposal (1997), which presents a new philosophy for the definition of Value. Thus, the present study, from the perspective of a theoretical essay, addresses the question of value and its contextualization’s, where the concept of value is emphasized according to the theoretical marketing framework. In addition, the possible uses of value in marketing activities were highlighted, such as: market analysis and segmentation, positioning, planning and development of products and brands and communication strategy.