PROCESS PROPOSAL TO CREATING AND EVALUATING VALUE FOR THE CUSTOMER
Keywords:
Value Creation, Co-creation, Marketing, Balance ScorecardAbstract
The purpose of this article is to propose a set of indicators, so that one can measure the creation of value to the client, to offer companies a working guide. Although in a more academic format, it is proposed to a practical application of these indicators, based on a process of creation of value I contemplate the client, the consumer, and the stakeholders of the organizations. This work was elaborated based on the many aspects defended in relation to the concept of value creation, having as focus and premise the market aspect, involving all the stakeholders of the organization, main actors, and coadjutants in the process of creation of organizational value. This work is justified by the apparent pragmatic gap in Brazil, despite the many papers dealing with the subject. Therefore, it seems appropriate to offer a proposal for a process of value creation, which will capture the main approaches that involve such a theme, as well as point out a set of indicators to measure the created value.
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