Much has been written about the strategic importance of added value for achieving competitive advantage, but little about its meaning. A better understanding of the term is crucial. A literature review and depth interviews with 20 leading-edge brand experts were conducted to explore the nature and sustainability of added value. Added value is a multidimensional construct, interpreted differently by different people. The emotional values are the more sustainable.
CITATION STYLE
de Chematony, L., Harris, F., & Riley, F. D. (2015). Added Value as a Source of Competitive Advantage. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 174–177). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_55
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