Value Oriented Planning of Intangible Customer Contributions

This article presents a theory-based approach to the identification and integration of intangible elements of customer contribution to value-oriented planning. Our analysis is premised on the Resource Based View and the concept of Value Based Management. We develop a value driver tree, which systematically incorporates the information, coordination, synergy and reference contributions of customers within a long-term business relationship

MoreLess

Year of publication:	2012
Authors:	Hirsch, Bernhard
Other Persons:	Schneider, Yvonne (contributor)
Publisher:	[2012]: [S.l.] : SSRN
Subject:	Beziehungsmarketing \| Relationship marketing \| Immaterielle Werte \| Intangible assets \| Immaterielle Güter \| Intangible goods \| Kundenwert \| Customer value \| Soziale Werte \| Social values \| Konsumentenverhalten \| Consumer behaviour \| Betriebliche Wertschöpfung \| Value creation \| Marketingmanagement \| Marketing management