The Relativity of Value

Joseph A. DiVanna

Chapter Chapter 2 in Synconomy, 2003, pp 67-99 from Palgrave Macmillan

Abstract: Abstract In this chapter, the discussion centres on how customers perceive value and how organizations develop value propositions which are increasingly shaped by cultural preferences and other social factors. Why one product is perceived to be more valuable than another has perplexed marketing professionals for decades. How can a product which was revered as extremely valuable lose its value over time, only to have its value reinstated at a later time? This can be observed in the fashion industry, where clothes go in and out of style in successive generations or from country to country. The question of what makes products valuable and how customers perceive value has challenged even the most determined marketing executives, frustrated senior executive teams and provided vast opportunities for academics to analyse the behaviours, attitudes and decision-making processes of large varieties of people.

Keywords: Business Process; Financial Service; Small Country; Intangible Asset; Virtual Organization (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50955-9_3

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DOI: 10.1057/9780230509559_3

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