How do trust networks affect the value creation process?
Companies create the value that they offer to customers in a five-stage process that spans offer-market development, demand creation, sales conversion, satisfaction fulfillment, and strategic development. Value creation thus integrates product development, marketing, sales, service, and training. Value Creation Consists of a Five-Phase Process The figure above depicts the sell-side perspective and emphasizes an inward-looking focus on business processes and how the firm relates to its market through these business processes. Offer-Market Development In this stage, the brand firm develops a relevant offering (a product or service that meets a need) and through research identifies a market for it. The firm also develops the market infrastructure (field sales organization, repair depots, customer help desks, etc.) necessary to support the offering. This stage ends and the next stage begins when brand managers have defined a pre-emptive positioning. “Pre-emptive” suggests that when the fir
