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Article Information:
Title:
Added value: its nature, roles and sustainability
Author(s):
Leslie de Chernatony, Fiona Harris, Francesca Dall’Olmo Riley
Journal:
Year:
2000
Volume:
Issue:
Page:
39 - 56
ISSN:
0309-0566
DOI:
10.1108/03090560010306197
Publisher:
MCB UP Ltd
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Abstract:
Much has been written about the strategic importance of added value as a means for achieving competitive advantage, but little attention has been paid to the meaning of the term “added value”. For the concept to realise its purported advantages, a better understanding of added value is crucial. To gain greater insight into the concept we undertook depth interviews with 20 leading-edge brand experts to explore their views about the nature, roles and sustainability of added value. We conclude that added value is a multidimensional construct, playing diverse roles, and interpreted in different ways by different people. The more sustainable added values are the emotional values.
Keywords:
Brands, Consumer attitudes, Perceptions, Pricing, Value analysis
Article Type:
Conceptual Paper