MANAGING THE CREATION OF CONSUMER VALUE CHAIN IN A GLOBAL COMPANY
Keywords:
creation of value chain, management, consumers, research, globalcompanies, crosscultural differences.Abstract
Under conditions of global competition to get more customers, marketing management of a transnational company needs to apply differentiated approach based on consideration of cross-cultural variations in global customer behavior, aside from standardized approach to creation of consumer value.This strategic approach of global companies’ marketing management to operation on the global markets requires modifying the model of managing the creation of consumer value chain for both final and institutional global consumers. In this regard, the author suggests updating the well-known models of consumer value chain management developed by foreign and Russian scientists by modifying and supplementing these models with new data for global business. The author places a system of marketing research of the target values of global consumers at the beginning of creating consumer value chain by transnational companies’ businesses. In is emphasized that the creation of an information-and-analysis base on the behaviour of global consumers will enable researchers to evaluate the extent of crosscultural differences in the value system of global consumers. Provided these differences are significant, researchers and practitioners will be able to segment and account for additional values corresponding to the needs of the target segments of consumers from different cultures in the framework of business processes associated with the economic activity of global companies on external markets. The author believes that the model of consumer value chain management that is modernized for the purposes and needs of global businesses will enable marketing management of transnational companies to make justified decisions aimed at enhancing the perception of their brand value, as well as the company, products and services by consumers of different cultures, and thereby increasing the profitability of business.
References
Дойль, П. Маркетинг, ориентированный на стоимость / П. Дойль. – СПб.: Питер, 2001. – C. 107–114.
Козлова, О.А. Модификации подходов к анализу потребительского поведения / О.А. Козлова // Проблемы современной экономики. – 2010. – № 4. – С. 220–223.
Портер, М. Конкурентная стратегия: Методика анализа отраслей и конкурентов / М. Портер; пер. с англ. – М.: Альпина Бизнес Букс, 2005. – 454 с.
Тимохина, Г.С. Инновационные подходы к управлению цепочкой создания потребительской ценности / Г.С. Тимохина, Т.Л. Сысоева, Е.В. Любина // Креативная экономика. – 2017. – № 12. – С. 1357–1364.
Юдин, О.И. Моделирование цепочки по созданию потребительской ценности / О.И. Юдин, О.У. Юлдашева // Проблемы современной экономики. – 2012. – № 1. – С. 218–222.
Юлдашева, О.У. Управление маркетингом в цепочке создания потребительской ценности / О.У. Юлдашева // Маркетинг взаимодействия: инновационные технологии. Компетентность, экономическое измерение, оценка эффективности / под науч. ред. проф. Г.Л. Багиева. – СПб.: Изд-во СПбГЭУ; Челябинск: Издат. центр ЮУрГУ, 2012. – С. 639–677.
Gallarza M.G. The value of value: Further Excursions On The Meaning And Role Of Customer Value / M.G. Gallarza, I. Gil-Saura, M.B. Holbrook // Journal of Consumer Behaviour. – 2011. – V. 10. – P. 179–191.
Featherstone M. (Ed.) Global Culture: Nationalism, Globalization and Modernity, Sage. – London, 1990. – P. 1–14.
Hofstede G.H. Cultural consequences: comparing values, behaviors, institutions and organizations across nations. – 2 ed. – Thousand Oaks, CA: Sage, 2001.
Nilson T.H. Value-Added Marketing: Marketing Management for Superior Results. – McGraw Hill: Berkshire, UK, 1992.
Timokhina G.S. Сross-cultural variations in consumer behaviour: literature review / G.S. Timokhina, T. Urkmez // STRATEGICA Local versus Global International Academic Conference. – 2015. – С. 740–750.
Woodruff B.R. Customer Value: the Next Source for Competitive Advantage // Journal of the Academy of Marketing Science. – 1997. – V. 25(2). – P. 139–153.
Zeithaml V.A. Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence // Journal of Marketing. – 1988. – V. 52(3). – P. 2–22.
