Journal of Consumer Marketing: Volume 21 Issue 7

Value chains in health care

Dennis A. Pitta, Michael V. Laric

The supply chain concept aided marketing by highlighting relationships that form a network of firms creating products for consumers. It helped change the focus from individual…

The demand chain as an integral component of the value chain

David Walters, Mark Rainbird

The term “value chain” encompasses a variety of ideas and concepts. This paper identifies two major themes: a “macro” perspective of how markets operate and, at the other extreme…

Positioning strategies in the value‐added chain of the biopharmaceutical sector: the case of UK SMEs

Călin Gurău

One of the major functions of marketing strategy is the proper positioning of the company in the sectorial value‐added chain, in order to create the best possible competitive…

Customer value‐chain involvement for co‐creating customer delight

Oswald A. Mascarenhas, Ram Kesavan, Michael Bernacchi

Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished…

Integrating the voice of the consumer within the value chain: a focus on value‐based labelling communications in the fresh‐meat sector

Morven G. McEachern, Monika J.A. Schröder

Superior knowledge of customers’ perceptions of value is recognised as a critical success factor in today's competitive marketplace. Despite this, the voice of the consumer is…

Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills

Dennis A. Pitta, Frank J. Franzak, Michael W. Little

The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of…