Ever wondered, being a Marketer, how often one has mocked the concept of "Value"? Value, per se, is that intangible asset which can set business models apart. You have a flourishing business model...but it can sustain only on sound propositions. Value is one such sound proposition which fosters business growth; consistently satisfies all stakeholders. True value does not diminish customer satisfaction; it is a reflection of how the business appreciates dynamic parameters.

Value emanates from what a business offers, what customers anticipate and how this difference in "offering vs expectation" in the delivery process ends on the "positive side of tolerance limits". Yes, value is always on the positive side. When customers receive an offering, 9 out of 10 times, they expect more...don't wonder why...coz what your business offers...10 others offer the same. The business that succeeds is the one where the "Value Perception" is on the Positive Side. Competition influence is one such positive driver which only enhances value. There is reason enough for retailers in emerging markets to be worried. The reason is not just "price- war"....its a "Value War". Very few have still thought in this direction. Maybe a dose of change in mindset should help. The business that desires to win customers, retain customers and do all this consistently has to realize the proposition of "continous value delivery". Business models of the competitive century need to be twisted on the basis of value and not just a few competencies. Core Competencies need to hence be developed on the basis of "What Value does this competency offer to our stakeholders?"...starting of with such a question sets the mission design apart....objectives are laid down even clearly and employees involved are moulded with the "value enhancement" model.

At the cornerstone of every business, it is the employees...yes the people...who deliver the business model at a crucial junction. Such people are recognizable faces of an organization...they represent the business. Each such individual therefore is a critical link in delivering consistent value. Do these people realize this??....another valid question to ponder upon while designing the model. At the same time..."value enhancement" will miss its targets if these very people are not intertwined with the "input" part to any such modernization. Value can be enhanced and appreciated, only when all concerned stakeholders are involved, after all its these stakeholders who would relish the fruits of such value

(All comments welcome for further discussion)

Cheers