The Value Concept Over Time And In The Perception Of Brazilian Management Students

Abstract

The Value concept evolves over time. Many faces are attributed to this important notion on the business context in general and in the specific Marketing strategy and thinking. For example, in the co-creation context, studied in a Marketing perspective by pioneer authors as Vargo and Lusch (2004) and Prahalad and Ramaswamy (2004), the notion of value is central as an effect of adequate practices of co-creation (the premise of co-creation of value). The notion can be general, as a social value, or as mentioned by Prahalad and Ramaswamy (2003) related to a timely determined value in the lens of a customer experiencing a service. Value conceptualization changes and evolves over time as the entire business scenario.